Got you @Mara_Gschnell , it was an oddly specific question about a public company so I was just curious!
I did not have a chance to glance at all the companies socials, but I did check Twitter.
I just personally feel like they could really improve on targeting a specific audience with a certain campaign-- wether that be through Facebook ads or just all social content as a whole.
What I mean by this is, that even Amazon for example really has been targeting students & even offers things like cheaper prime membership & Amazon music benefits for students.
Trip Advisor could already do something similar to this & maybe I am just completely unaware, but surely they could pick a key objective audience such as college students or even business people that travel regularly. From what I gathered they offer only 1 membership that is about $90 USD yr & only offer a $10 discount for students.
Maybe like a Trip Advisor prime membership for traveling businessman & women or even students that study away from home & travel back & forth.
So how does my suggestion correlate to social media marketing? I suggest they find a key target audience & really push social content & ads to that objective as I feel right now their Twitter content is very broad & not very targeted.