Socially Aware
Facebook and Twitter can help family entertainment centers connect with guests
by Mike Bederka
 JUST IN THE UNITED STATES, Facebook reaches more than 87 million people monthly, according to estimates by Quantcast. Twitter’s following is 23 million folks and growing. Plus, both social networking web sites skew toward a younger crowd.
Yet a quick search on Facebook and Twitter will reveal a surprising result. Few family entertainment centers use the wildly popular sites.
“I think it’s a mistake for them to not get involved,” says Katie R. Bruno, founder and director of wddonline, a web site design and development company based in Wadsworth, Ohio.
The King
Facebook (www.facebook.com) currently reigns supreme among social networking sites, and it’s easy to see why. Simple to use and extremely interactive, it allows users to create free profiles in a matter of minutes. FECs can post pictures and upload videos to their pages, and they send out status updates and messages about events and specials to their “fans”—think of them as members of your mailing list.
Fans must opt in, so any notes won’t be considered spam. They also can leave comments on your “wall” saying how much fun they had riding the go-karts or attending your Halloween party.
Daniel Decker, floor manager at Prime Time Family Entertainment Center, maintains the Facebook page for the Abilene, Texas, facility. The city of 120,000 boasts five universities, which helps with the marketing.
“College students are on Facebook,” he says. “That’s a given. That’s the best way to reach them.”
Decker recently used the site to promote the summer bowling league and the arrival of “Guitar Hero.”
Facebook’s biggest advantage is that it keeps FECs perpetually engaged with their audiences, says Bruno, who checks her own Facebook page every day.
Less Is More
Bruno isn’t alone. Facebook ranks No. 5 among the most trafficked web sites in the United States, according to Quantcast. Twitter (http://twitter.com) comes in at No. 27, and its use has spiked since early this year.
Adventure Park USA in New Market, Maryland, embraced the latter, a micro-blogging site, a few months ago. “I wanted to increase Internet awareness,” explains CEO Larry Stottlemyer. “You still have to do other advertising, but my goodness— its time has arrived. It costs nothing. I’m reaching hundreds, but eventually I’ll be reaching thousands.” The facility gained 400 followers in just one month, he says. Followers are people who agree to receive short updates from the user.
In 140 characters or fewer, Stottlemyer’s staff gives quick casual hits about the facility. Here are a few sample posts from http://twitter.com/adventurepark:
- Bumper Boats and Tilt a Whirl open this weekend.
- Come see our booth at the Family Festival in Frederick... giving away freebies!
- Ready, set, go—First to name our roller coaster gets a $25 Gift Card! (New Winners Only Please!)
Followers also can send Adventure Park comments through Twitter. A manager monitors the account all day long to answer questions about hours or specials. “I want them to get immediate feedback,” Stottlemyer says.
Other Advice
Experts have five more tips for people new to the world of social networking.
1. Move past MySpace. The popularity of the once powerful site has waned, Bruno says. “Last year, more high schoolers were on MySpace. Now, they’re migrating to Facebook.”
2. Constantly cross-promote. Post links for your Facebook and Twitter pages on your FEC’s web site and vice versa, she says.
3. Blog away. Decker also maintains a blog on Prime Time’s homepage. He posts random park tidbits and exclusive coupons to help drive traffic. Keep the content light and fun, Decker urges. “If it’s boring, no one will go there.”
4. Watch the language. Strive for “real honesty and transparency” with posts, whether on Facebook, Twitter, or a blog, Bruno advises. Over-the-top marketing language on these platforms will turn off readers.
5. Fully commit. “Once you start, you can’t quit,” Decker says. Sporadic posting also might drive away fans and followers.
AT THE EXPO:
Social media sessions at IAAPA Attractions Expo 2009 in Las Vegas:
A Practical Guide to Social Media
FEC operators will get a primer on social media tools and strategy, including concrete examples of how facilities are using these tools.
Monday, Nov. 16,
5 p.m.-6:15 p.m.
From MySpace to Midway
This session focuses on how FECs can use social media tools to communicate with and motivate GenY employees.
Tuesday, Nov. 17, 2 p.m.-3:15 p.m. |
Follow IAAPA on these social media sites:
- Facebook: International Association of Amusement Parks and Attractions group
- Twitter: www.twitter.com/IAAPA2009
- LinkedIn: International Association of Amusement Parks and Attractions group
- In the Queue blog: www.IAAPA.org/blog
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Networking with Staff
Mike Manassee goes beyond Facebook and Twitter; he uses the web to connect with his guests as well as his employees and potential hires. “Teens are electronically connected to everything,” says Manassee, director of training and development for Mulligan Family Fun Centers, which has three Southern California locations. “We’re tying into the way they communicate, and it seems to be working for us.”
Kids looking for a job can visit www.mulliganfun.com for a list of company perks, testimonials from current staff, and an online application.
The web form cuts down on paper, and applicants don’t clog up the lines at their venues, he says. In addition, it saves the managers time. “We look at applications at our leisure and bring the individuals in on our schedule,” Manassee says. “It’s much more efficient.”
A password-protected link on Mulligan’s home page also directs employees to a staff-only section of the site. Here, they can look up their schedules, request to take open shifts, or post if they want to get rid of some hours. Managers can deny any changes.
The employee rewards program runs through this web portal as well, Manassee explains. Points earned for doing good work are deposited into a “bank account.” Team members can check their account balance and cash in the points for prizes. They order online and the item comes straight to their homes.
Lastly, Mulligan utilizes its web site for safety and training programs and publishing the employee newsletter. “By using technology, you as an employer are looking more attractive, more approachable, and more hip,” Manassee concludes, pointing to the convenience factor. “They can do these things at Starbucks or between classes on their iPhone.” |
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