Social Media

Humor is a sometimes forgotten tool for keeping a Facebook page fresh, says James Derheim of European Focus Private Tours. The Sarasota company posts pictures of clients enjoying their trips and invites potential customers to sign up, but “25 percent of what we post is just goofy,” says Derheim, who is out of the country at least seven months of the year. Sometimes that means funny road signs, foreign ads or ironic pub names. In an ongoing “Beer with a View” series, Derheim posts a picture of beer in front of beautiful scenery. Since at least half of Derheim’s clients are return customers, he says social media fosters a sense of community, and many customers view his updates for inspiration as they plan their next trips.