Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
How to Utilize Social to Manage Customer Expectations [PODCAST]
Posted on July 27th 2013
Tony Clark, Digital Communications Manager for Cedar Point Amusement Park, joins the Social Pros Podcast this week to discuss handling many followers and creating content with a small team, dealing with thousands of guests armed with mobile devices at all times, and using social to manage expectations for visitors.
Read on for some of the highlights and tweetable moments, or listen to the full podcast.
Download the audio file: http://socialpros.podbean.com/mf/web/zg427a/SocialProsEpisode76.mp3
The RSS feed is: http://feeds.feedburner.com/socialprospodcast
Find us on iTunes: http://itunes.apple.com/us/podcast/convince-convert-blog-social/id499844469
Small Team, Big Roller Coasters
Tony’s team at Cedar Point is small – just him and an intern – especially considering their nearly 1.3 million Facebook fans. They not only monitor the social platforms (Facebook, Twitter, and Instagram) but also create digital content for the park. This includes a video podcast on YouTube, text for digital signage around the park, footage the PR department needs for news shows, and video interviews for special event attractions.
Originally a strongly regional park, Cedar Point is now garnering more and more international attention. “Social media it makes it so much easier to communicate with people from far away,” Tony says. Between their strong social presence and being featured on the Travel Channel’s Insane Coaster Wars, Cedar Point’s publicity has really taken off.
Tony’s team also uses digital communication to manage expectations for visitors of the park. A family in Cleveland might see rain in the forecast for their city and choose not to go to Cedar Point that day, when actually the weather up at Cedar Point is great! In those cases, they try to keep the potential guests informed, especially because those days tend to be the best in terms of lines (since everyone else assumes it’s raining, too).
Digital signage around the park keeps guests apprised of maintenance or weather conditions that could affect their experience. This helps immensely with turning a sour situation into a positive one.
Social Media Stat of the Week: 62% of devices send traffic to Google’s servers daily
Google now averages 25% of all American traffic, and 62% of devices with internet capability send traffic to Google’s serversevery single day. This is an impressive, and terrifying, number.
“I think what’s most stunning for me is that growth has come at a time when competition has never been higher,” Jeff says. “It’s not like people aren’t trying to capture more attention and more of that traffic, but Google has built the ultimate mouse trap.”
It’s not just that everyone is using Google’s powerful search engine. “You don’t even realize, as a user, how you’re weaving in and out of different Google products,” Zena points out. “It’s that integration element that I think others in the space have missed.”
Google used to be considered to have a very silo’d approach to development, with individual teams working separately from one another. Their ability to turn that corporate culture around into such seamless integration is commendable to say the least.
Scottish brewery BrewDogis has created a crowdsourced microbrew called #Mashtag (mashing is the first step in the beer brewing process). “#Mashtag is a 7.5% American brown ale, loaded with New Zealand hops, and aged on hazelnuts and oak chips,” Zena says. “All of that was decided by the crowd.”
BrewDog claims that #Mashtag is the first alcoholic beverage inspired and created by the users of social media. The idea was that they really wanted to educate their fan base on the brewing process.
Four Your Information
How did you get involved in social media?
Tony started out in television and news broadcasting. He joined social media toward the beginning, in 2005, and so learned along with everyone else the ins and outs.
What do you like best about social media?
He loves the instant feedback because they used to have to wait for letters to come in the mail to know what people thought of their experience at the park. The immediacy of addressing concerns is really helpful.
What do you like least about social media?
Sometimes people aren’t comfortable confronting someone at the park about a negative experience, so they wait to vent their frustrations until they’ve already left. “They’re bigger and bolder online,” but it’s mainly at the park that Tony can address or solve the problems.
If you could do a Skype call with any living person, who might that be and why?
He admits this might sound bizarre, but he’d like to Skype with music artist Pink. He interviewed her in his radio days, and “she was honestly the most engaging, normal artist I’ve ever met.”
See you next week!