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Marketing manager reports follower gains, recommends ending X/Twitter and changing YouTube ads
Summary
Marketing Manager Errol Porter told the White Pine County Tourism Board that total followers across platforms are 14,784, sessions and page views are up, the newsletter open rate is 26.6% and click rate 1.6%. Porter recommended discontinuing X/Twitter due to stagnant growth and updating YouTube ad strategy; no formal board action was recorded.
Marketing Manager Errol Porter presented a monthly engagement report to the White Pine County Tourism and Recreation Board at its May 27, 2025 meeting.
Porter said the board’s accounts have a combined total of 14,784 followers and that sessions and page views were higher compared with the prior period. He reported the newsletter open rate at 26.6% and a click rate of 1.6%, both described as above-average performance for the organization. "He is suggesting we discontinue X/Twitter since growth has been stagnant over the last several months. Engagement is not there," Porter said during his report. He also advised making changes to YouTube advertising to improve results.
The presentation was delivered as an informational staff report; the transcript records no formal motion or direction to implement Porter’s recommendations. The meeting record also notes increased direct communication and marketing networking activity over the past month.
No public comment or board vote on the recommended platform changes was recorded. Any implementation steps, budget implications, or timelines for changing platforms or ad strategy were not specified in the meeting transcript.
