Dalarna University's logo and link to the university's website

Tourism organizations are unaware of social media’s full potential and a relatively small number

are in the active process of learning and discovering the possibilities stemmed in this field. This

paper aims to explore the usage of Facebook as a marketing tool by Scandinavian National

Tourism Organizations (NTOs) through examining the content qualities of the posts on their

Facebook Timelines. The research is exploratory in nature aiming to identify the social media

marketing strategies pursued by NTOs. This paper applies a comparative study with quantitative

research method, by conducting a content analysis of NTOs’ Facebook Timelines. As we have

discovered, each of the selected NTOs significantly differs in terms of pursued strategies and

techniques. Based on the overall performance of NTOs on Facebook, authors were able to

recognize the most distinctive characteristics and behaviour associated with each of the

organizations.