#Hashtags – arguably one of the more confusing elements of social media.
For many, they’re seen as useless – for others, they’re invaluable tools for social media. So which one are they for social media and the amusement industry?
They’re actually both.
In laments terms – a hashtag is like a folder on your computer – it’s a depository for anything that uses that phrase of tag. So, if you’ve just opened up a new coaster called, let’s say Iron Rattler for example, the logical hashtag you’d want to promote is: #ironrattler. Got a halloween event coming up? Why not use #HauntCGA (If it’s Great America for instance) or #KnottsHaunt for the Knott’s Berry Farm’s event.
The whole idea behind hashtags is to get people’s attention, quickly – as well as help people discover content they’re interested in. That’s what keeps the user engaged and ultimately through your turnstiles. Because so many social networks are adopting this #hashtag feature, it behooves you to understand what they are and how to use them properly for you amusement park:
1.) Keep it simple!
The longer a hashtag, the more often it will be misspelled. In addition, the harder it will be for people to remember. Say you want to promote a specific ride one day. Your park can post “Have you ridden #theplunge today? One lucky rider will receive a backdoor pass after their ride! #YOURPARKNAMEHERE
Then, you can watch the #theplunge tags, even if you don’t have social media management software (which you SHOULD be using, if you’ve read my previous posts HERE).
2.) Make it unique, but relevant!
Say you’ve just opened up a new coaster called, let’s say Iron Rattler. The logical hashtag you’d want to promote is: #ironrattler. Got a halloween event coming up? Why not use #HauntCGA (If it’s Great America for instance) or #KnottsHaunt for the Knott’s Berry Farm’s event. You wouldn’t want someone else to be getting web traffic because of your event / advertising campaign, would you?
Not to be a shameless plug here, but whenever we shoot our “Lost Parks of Northern California” series – we always send out social media updates using the hashtag: #lostparks. Not only is it easy to remember, but it’s also unique in that it wasn’t being used before – therefore all the content using that hashtag is ours.
3.) Do NOT make it long!
Remember that some social networks, such as Twitter – give the user only 140 characters to get your message out. A hashtag like #welcomebackspaceexplorers probably isn’t the best bet. But, breaking them up into two smaller hashtags is a better alternative, say #spacemountain #disneyland for instance.
Stick to these guidelines, and you’ll find your SEO increase as well as your interaction via your social media pages. Just be prepared to actually interact with your users – it is SOCIAL media, after all!
In my next post, I’ll discuss the top ten post ideas you SHOULD be doing at your amusement park, regardless of size.
– – –
Kris Rowberry has been following the amusement industry for over 15 years. He has curated social media accounts for several companies, totaling over 450,000 followers across multiple social channels. In addition, he is working on his latest video project: “The Lost Parks of Northern California”
Check out my other postings about Social Media and the Amusement Park HERE.
August 19, 2013 | Categories: Amusement Parks, Social Media, Social Media and your Amusement Park (SERIES), Theme Parks | Tags: amusement park, amusement park review, amusement parks, facebook, family entertainment center, family entertainment centers, FEC, funworld, g+, gat, google plus, google+, great american thrills, IAAPA, instagram, kris rowberry, kristopher rowberry, marketing, marketing strategies, marketing strategy, roller coaster, roller ocasters, social accounts, social media, social media ideas, social media ideas for amusement parks, theme park, theme park review, theme parks, thrill rides, twitter | Comments Off on #Hashtag Etiquette – Social Media and Your Amusement Park
Continuing my series on how social media can be used more effectively at amusement parks / FEC’s – just how many times should you be posting to your social media accounts on a daily basis?
Some experts feel that the higher quality the post, the less often you have to post it, while others feel that with all the filtering being done online, the more often you post, the better chances you have of actually being seen and / or heard.
The New York Times – arguably the most respected news source in the country – posts on average, seven to eight times per day. As much as you’d like to think your attraction has that much to tell the world – it simply doesn’t.*
Posting even HALF that often is enough to turn off your potential viewers. Yes, you are being filtered by Facebook and the new algorithm – but it’s not worth over-posting if most of your “likes” are going to mute your posts or worse, mark them all as spam.
If RollerCoasterTycoon had a social media option, I’d be posting a maximum of three times a day while open, once a day when closed.
Post #1: Morning, Before Opening
Post #2: Midday
Post #3: End of Operating Day
Rotate the timing of each of these posts (i.e. Don’t post a funny / cool photo each day at 3:00pm, spice it up a little).
It should go without saying, but you simply MUST be scheduling posts – to try and keep up with each post each day will ultimately drive you nuts. To assist in keeping your sanity, a scheduling software solution, such as TweetDeck or HootSuite is an absolute must! (I’ll be going into more detail on how to use HootSuite with my #Hashtag post soon)
Also to help with keeping up with your quota – consider “banking” photos over your operating season, as well – if you can’t find anything interesting to post about one day, use one of those banked photos.
Remember that while rides are fun, most people visit parks to enjoy the fun WITH OTHERS. Highlighting unique groups in your attraction, big game winners and specific attractions is sure to bring in more views (plus more turnstiles rotating).
Fan submitted photos are also a great (and often overlooked) way to have your social media content create itself. But, as I said in my first posting on this series – never forget that the entire purpose of social media is NOT to sell to your followers directly – it’s to start a conversation and interact with them.
Once you throw up an update, be prepared to interact with people. “Like Bait,” as it’s known, has a place on Facebook, but it will never convert those eyeballs to your turnstiles unless they can feel a connection to your attraction. For instance, posting a cool photo of your roller coaster may get 1,000 likes, but people will also ask questions, too. Each one of those questions is an opportunity to connect (and THEN sell your product to them AND all their friends).
If you’re a seasonal park, take advantage of the off-season to show all the transformative work going on behind-the-scenes. Just be aware that trying to sell a season pass in the middle of the winter with a photo of a dry waterslide probably isn’t going to go very viral. However, a video of employees sliding down said slide in a bathing suit – in the snow, now THAT’S different!)
If you’re shooting your own photos to post on Facebook, Twitter and / or Google+ (and you should be) and you’re using a DSLR (i.e. NOT a cell phone camera) adding a watermark with your website or hashtag is absolutely necessary. People will inevitably share quality or memorable photos – and with watermarked information on them, your logo and website will be sitting right there in front of all those shares for consumption.
Which one of these social media update photos would YOU want to be saved as a follower’s new computer background? (Airship Ventures, 2007 – 2012)
So, don’t fill guests (or potential guests) feeds, walls or updates with tons of info, photos and sales pitches – just nurture them. There’s no reason to go crazy and post 15 Instagram shots of your newest ride. You’ll see your following grow and ultimately see more butts through the turnstiles.
In my next article, I’ll be talking about #hashtags – what are they? How can you use them to promote your attraction / FEC?
*The only exception to this rule is when your attraction is facing a crisis situation or dangerous weather conditions.
Review my prior posts about “Social Media and the Amusement Park” here.
About the Author:
June 19, 2013 | Categories: Amusement Parks, Social Media, Social Media and your Amusement Park (SERIES), Theme Parks | Tags: amusement park, amusement park review, amusement parks, facebook, family entertainment center, family entertainment centers, FEC, funworld, g+, gat, google plus, google+, great american thrills, IAAPA, instagram, kris rowberry, kristopher rowberry, marketing, marketing strategies, marketing strategy, roller coaster, roller ocasters, social accounts, social media, social media ideas, social media ideas for amusement parks, theme park, theme park review, theme parks, thrill rides, twitter | 1 Comment
Seems counter intuitive, right? How can the very thing that allows dangerous, illegal POV video to be so popular be used to stop it? Well, read on and find out:
Arguably, cell phones are one of the greatest inventions of the past century – the convenience of being on contact whenever, where ever. The freedom to upload photos and videos at any moment – including while guests are on your rides and attractions.
You don’t have to hear me tell you that cell phone filming on rides is an epidemic in our industry. It’s pushing insurance premiums higher and higher. A projectile of that density, loose at 65mph could be several injury lawsuits just waiting to happen, not to mention the bad publicity in the media.
Before the Gold Striker wooden roller coaster even opened to the public at California’s Great America this past month, guests were seen filming on the ride using cell phones. When opening day came, the second train of the day that featured general public passengers had three (3) cell phones out.
“But we already provide guests with storage options while they’re on rides!”
Sadly, that doesn’t matter. The mentality of guests today, specifically Millennials, is to not experience the ride they’re on, but to record and share the experience with all their friends. The more “Likes” on Facebook, the higher “Thumbs Up “ count on YouTube, the better.
“But, it’s free publicity!”
Yes, it is free publicity – telling everyone online that it’s okay to film on your rides – and risk the safety of everyone around them. It’s nothing a good marketing campaign of your own marketing team couldn’t accomplish (see #3).
So how then, does your park stop this major liability and potentially lower your insurance premiums at the same time? It’s actually a simple, three step process:
1.) When it Comes to your Park’s Policies, “Grow a Pair”
Stark as it is, it needs to be said. For so many years, park guests have received warnings about what NOT to do at a park. They’ve received so many that they’ve become complacent to them. A good comparison would be to think about the last time you actually picked up a safety card in an airplane and read it. That’s the same mentality going on with your younger guests.
Also to consider – Millennials expect warnings. They’re willing to go right up to the warning and only back down when confronted. This is a generation where “everybody’s a winner,” and there’s little to no consequences to their actions. If your sign says “anyone caught with a camera on a ride will be removed from the park” then DO IT. (While deleting or confiscating the offending device.) The only way to change guests’ behavior is to show them that you mean business.
For example, Six Flags New England has a single warning sign at every high profile attraction. It reads, “Any cell phone or filming on this ride will result in immediate ejection from the park, no refunds and a 5 year ban from the park.” That gets people’s attention. In addition, all of their ride auto spiels also include a warning: “Anyone using a cell phone or MP3 payer to record while on the ride is subject to immediate dismissal from the park by Six Flags Security.”
The Santa Cruz Beach Boardwalk goes a step further. Ride attendants actively monitor the lift hill of the Giant Dipper roller coaster via security video. If a cell phone or other recording device is seen, the ride is immediately stopped and will not start again until the offending device is put away. If the device re-appears after the lift, security is called to wait at the station, takes away any tickets or passes the guest may have and is escorted immediately off park property.
Now that you’ve taken the first steps to stem the flow of content at the source, it’s time to move onto where the content lives…online.
2.) Actively monitor and police social media, especially YouTube.
This should go without saying, especially if you read my last post – but if you don’t watch your social media channels continuously, you’re in for a shock…
What’s your signature ride at your park? Go ahead and search it on YouTube, I’ll wait…
Okay, you’re back? Great – how many results came up? Each one of those videos are potential lawsuits from injured guests, who will blame you for allowing people to film on rides. The real scary part – these are only the videos that were tagged properly on YouTube – many more could potentially exist without proper tagging or incorrect spellings. (Not to mention Facebook videos as well.)
Remember, this is your property people are filming on. You are well within your rights as a park to have videos on YouTube flagged or taken down for safety, security or other reasons.
Use the ban as an opportunity. In the complaint, be sure to add a link to an authorized POV (point of view) video that came from the park, with a friendly reminder to not film on rides.
Some park-centric websites have gone so far as to monetize videos filmed at parks . Yes, you heard me correctly – they were filming commercially – and they paid none of your fees, had no insurance coverage AND you didn’t even know they were there. You wouldn’t allow a film crew to just wander around the park without your spokesperson, so why would you allow this?
3.) Film (and share liberally) professional, on-ride video that you created or authorized.
Gone are the days of needing a film crew, jibs, cranes and more when it comes to making high quality video. A simple GoPro Hero with accompanying mounts will run your department about $400-$450 after tax. That’s a small price to pay to avoid millions in lawsuits.
Mount the camera on either the handlebars of the front car, or via the suction cup mount to a flat, non-porous surface. Duct tape can be used to stabilize the rig, but it’s not necessary in many cases. Never use any footage that could come across as shaky, or handheld. You’ll run the risk of having it look too much like a cell phone video; guests will be only encouraged to film on their own.
Now that you have authorized POV, post your video everywhere – not just on YouTube. Link to it via your other social media outlets – have it available for download for free (just be sure you include your personal watermark to show it’s really from the park). Have a QR code posted near the ride exit, so guests can scan it and receive a link to the video. It takes the work (and risk) of filming on a ride out of the hands of the guests – it’s already been done for them!
Combine that with active monitoring and better training for ride attendants, and you’ll see a significant decrease in after the ride and receive it on their phone. Take all the work out of guests filming and put it on yourself – you will see results quickly and hopefully, watch your insurance premiums decrease as well.
Review my prior posts about “Social Media and the Amusement Park” here.
About the Author:
June 11, 2013 | Categories: Amusement Parks, Social Media, Theme Parks | Tags: ACE, american coaster enthusiasts, amusement park, amusement park review, cell phone, cell phone camera, cell phone video, funworld, gat, generation, great american thrills, IAAPA, illegal, kris rowberry, kristopher rowberry, millennial, millennials, point of view, POV, robb alvey, roller coaster, roller coaster pov, rollercoaster, theme park, theme park review, video | 4 Comments