The social profiles of tour operators and tourism promotion boards: who really owns them?

The social presence of businesses and entities operating in the tourism sector is now a necessity, but the full control of Facebook, Instagram, TikTok accounts and pages and communities built through substantial economic and content production efforts has never been more challenged than it is now. At the same time, reviews posted by users on social media do not always represent a truthful picture of their experiences, penalizing those who do their work with seriousness and passion beyond measure. Beginning with his latest essay, "The Man Without Ownership," author and social media manager Jacopo Franchi explains how to prepare for this risk and diversify one's digital presence, on and off social media.