Reflections from Sint Maarten: Social Media Strategy Meets Island Life

By: Quinn O'Connor

My week in Sint Maarten was the perfect blend of learning and exploration. As part of the University of Alabama's study abroad program, I had the chance to dive deep into the world of strategic social media while also experiencing the beauty and culture of this unique Caribbean Island. From classroom sessions on auditing and social listening to walking the streets of Marigot and Philipsburg, every moment offered a new lesson—whether about marketing or life.

We started the week by focusing on strategic social media planning. In class, we discussed the importance of ensuring every social media post has a purpose and ties back to a larger goal. It's easy to forget how often brands post just for posting. We also looked closely at social media audits, which help evaluate how a brand performs across different platforms. It made me realize that without regular check-ins and evaluations, it's easy to lose sight of what's working and what's not.

The next day, we set off on a full-day island tour to Marigot, the French capital, and Philipsburg, the Dutch capital. Seeing how two parts of one island could feel so different was fascinating. Marigot had a relaxed European charm, while Philipsburg felt livelier and more commercial—especially with cruise ships docking nearby. We had lunch in Philipsburg and observed how local businesses used signs, social media pages, and personal interactions to appeal to tourists. As someone studying communications, I found this to be a real-world reminder of how branding and messaging change depending on your target audience.

On Wednesday, we returned to the classroom to introduce ourselves to social media listening and a platform called Sprinklr. I'd heard of social listening before, but this was the first time I saw how powerful it can be. Using Sprinklr's Listening Explorer, we explored live conversations on platforms like Twitter and Instagram. It was amazing to see how quickly you can pick up on public sentiment or trending topics—and even more impressive to realize how brands use this data to respond in real-time.

Thursday's session improved as we learned to create our topics and dashboards in Sprinklr. This part of the training helped me understand how to organize information and make it visually digestible. Dashboards turn raw data into clear insights, essential when presenting results to clients or making decisions for a brand's online presence.

We ended the week on a high note with a day trip to St. Barth's. It was stunning—more high-end and luxurious than Sint Maarten, but just as breathtaking. The contrast between the two islands was a perfect example of how even similar destinations can market themselves in entirely different ways depending on their identity and target audience. As I took in the views, I kept thinking about how important it is for brands to stay true to who they are while still finding ways to connect with others.

Looking back, this week wasn't just about learning how to use Sprinklr or conducting a social media audit. It was about making connections between people, places, and ideas. Being in Sint Maarten allowed me to see strategy come to life in the most vibrant way possible, and I know I'll carry these lessons far beyond the beach.