Social media marketing: Opportunities and challenges – a field study on Jordan tourism board platforms

The rapid expansion of internet use in e-business has led to a global proliferation of commercial websites, enhancing the ability to fulfill information requests and deliver services through digital technologies. This shift has amplified the importance of social media platforms in supporting business operations and marketing applications. Social media techniques enable economic institutions to communicate effectively with current and potential customers, as demonstrated by the "Visit Jordan" platform’s marketing strategy. However, while these platforms offer advantages like ease and speed in client communication, they also pose challenges that can impact customer relationships and, consequently, the success of marketing initiatives. This research adopts a qualitative approach, focusing on interviews with managers and marketing team members from "Visit Jordan" to explore their experiences and insights regarding social media marketing sing one-on-one interviews with 7. The study examines marketing strategies employed, key platforms used—such as Facebook, Instagram, and WhatsApp—and perceived benefits and challenges in tourism marketing. Results show that social media marketing has been effective for engaging audiences and enhancing brand visibility. Despite this, challenges persist, including limited platform focus, a skills gap in digital marketing, and underutilization of advanced social media features. The findings suggest that strategic improvements, such as utilizing Facebook’s full capabilities, expanding staff training, and refining digital transaction processes, could further strengthen "Visit Jordan’s digital engagement and customer relations.