Importance of social media marketing management of theme park (example: Universal Studio, Walt Disney World, Hong Kong Ocean Park)

Social Media Marketing of Theme Park

Management of social media marketing tool is a long term work but very important. We need time to gather supporter but destroy a brand in a minute. If we do not keep a good management of our social media tools, it will be a boom to destroy the relationship with our supporter.

Like Universal Studio, it’s Facebook fans page provide updated promotion message but no response for fans’ message and question, it lose interactive and 2 way communications, can not function social media marketing. Some times later, supporter will lose their interest of the fans page.

We should keep limitation of the function of the page, guide people where to ask question, centralize questions and have a good management of operation the page (keep update information, answer question, monitor fans’ opinion).

Here are some good examples of social media marketing of theme park:

Walt Disney World Facebook fans page: https://www.facebook.com/WaltDisneyWorld

Hong Kong Ocean Park Facebook fans page: https://www.facebook.com/hkoceanpark

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(Follow my post at Facebook: https://www.facebook.com/BestThemeParks)

(Reference link: http://best-theme-parks.blogspot.com/2011/07/importance-of-social-media-marketing.html)

Use hot topic/ hot news, like theme park accident and High speed rail accident in China, to increase exposure

Social media marketing rely on buzz marketing, word of mouth (wom) to spread message out onto internet. The key of success is “sharing”, create a popular article/ photo/ video to attract people reading/ watching and share it to friends. Of course, the article/ video should be related to your brand and it is interesting or hot enough.

Like “theme park accident” is one of the popular key word, “High speed rail accident in China” is the hottest news topic in Google, Universal Studio would use these topics to make an article/ video to promote the safety of its attraction, it can capture reader’s eyes and improve the perception of Universal Studio. However, we should be very careful to manage those hot news topics, do not make a very direct mention of it, metaphor is a good way avoid negative affect occur.

Research result of “High speed rail China”

Research result of “theme park accident”

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(Follow my post at Facebook: https://www.facebook.com/BestThemeParks)

(Reference link: http://best-theme-parks.blogspot.com/2011/07/use-hot-topic-hot-news-like-theme-park.html)

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How is social media marketing (tools: Facebook, Twitter, Youtube) important for Universal Studio (the biggest competitor of Disney?) to promote it’s theme park, attraction and ticket?

Social Media Marketing of Theme Park

Universal Studio is one of the popular theme parks in the world, to keep the relationship with existing customer and expends the market share, online marketing and social media marketing is a very important way to get closer with customer and build relationship without geographical limitation.

People rely on internet for searching information (like ticket discount, new attraction, playing guide/ tips, show schedule) before their trip to Universal Studio; therefore we should use some popular social media platform, like Facebook, Twitter, Youtube, to provide information, promote and build relationship with customer, create exposure, word of mouth and spread the message/promotion to others rapidly and easily. We all understand that it is much more powerful of word of mouth and referral among people network because of the trustworthy.

However, we should think about that, how should we use the social media platform, fan page of Facebook, Twitter post, Youtube video successfully and effectively? How to measure the result? Only create voices of your page/ post = success?

Example:

Facebook fan page of Universal Studios Florida

https://www.facebook.com/pages/Universal-Studios-Florida/43832948473

Twitter of Universal Studios Florida

http://twitter.com/#!/UnivStudiosFla

Video on Youtube of Universal Studios Florida

http://www.youtube.com/results?search_query=universal+studios+fun&aq=f

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(Follow my post at Facebook: https://www.facebook.com/BestThemeParks)

(Reference link: http://best-theme-parks.blogspot.com/2011/07/how-is-social-media-marketing-tools.html)

Social Media Marketing of Theme Park