With Christmas and the New Year inching closer, it’s time to start thinking about where to escape for the holidays. Plans for elaborate dinners and perfect firework viewing are beginning to form, calendar dates are being booked out by the minute and parents are searching for activities to keep the kids entertained for hours during the school holidays.

It’s coming up to the busiest time of year for theme parks and tourist venues, and it can be an overwhelming and stressful experience for all staff and managers involved. From trying to keep track of operational issues, to staying on top of reviews and making sure your service is the best that it can be, it’s important now more than ever to ensure everything is running smoothly. Not only do you have to keep the place running like a well oiled machine, but being able to target and promote your venue is also critical during this holiday season.

Local Measure helps deliver the social conversations about your venue to help you find the social media material that matters to you. From rich user content, to posts from discontent customers and questions about your venue, we can help you cut through the billions of posts on social media to find the information that you need.

Why Focus on Social Media?

The amusement park industry is an increasingly growing one. From 2011-2012, the top 25 global theme parks saw a 5.2% increase in the number of visitors, and this is steadily continuing. Theme parks in Australia saw an increased attendance of 15% up from the previous year in 2013.

One in five tourists also claim that they visit a venue’s Facebook or Twitter profile before they visit and the percentage of visitors with internet access as they were at a venue jumped from 76% in 2008 to 81% in 2010.

Yet when considering how often venue and theme park names are mentioned, this is considerably less frequent than what actually appears. In Queensland, theme parks are amongst the most pictured content on social media, but also amongst the least mentioned.

Social media networks also provide a valuable testimonial to your venue, and visitors will turn to these sites before they consider coming to your venue. The type of feedback you receive on social media is crucial to the way that customers see your brand, and can help open up a two way channel of communication that keeps them coming back for more.

Fan advocacy

Your visitors are in the best position to advocate your venue. Visitors at tourist attractions and theme parks are always on the look out to create memories, and these are often shared with friends and family across social media networks.

With Local Measure, you can view rich customer content in the moment. Not only do you get a sense of how visitors are enjoying your venue, but you can then collate and share these moments with potential guests. Visuals often do half the talking for you, and there are some amazing photos of your venue taken by your visitors. This also gives you the opportunity to engage with guests when asking to share their photos.

The following is a user post of Miley Cyrus at one of her recent Australian appearances. This user has more than 1200 followers and this is not only a great video for sharing, but a good opportunity to interact with the poster while they’re at your venue.

With so many screens on the ground (and perhaps in the air), it’s also important to note that your visitors have the best view of your venue, at all times of the day.

‍A photo of a tiger taken at a zoo
‍Photos of a ferris wheel

Monitor Customer Feedback and Sentiment

Running a successful venue means keeping your customers happy. You want to make sure they are getting the most out of your service, and so it’s important to keep track of what they are saying about you, before any complaints make it to review and rating sites.

The following two reviews are positive about their experiences. This tells staff who was enjoying what and lets them know what is working well.

On the other hand, there will always be negative customer sentiment that will draw your attention to flaws in your service. It’s not only important to address these concerns promptly and courteously, but you should also ensure the right staff members are spoken to so that the same complaint does not arise again.

Address queries

Questions about ticket pricing to opening times and transportation info are frequently asked, and people expect answers almost immediately. You can reply to these questions quickly as soon as they appear from the ease of our dashboard to ensure that customers know all that they need to before they arrive, or even while they’re there.

Crowd control and operational issues

Trying to manage your venue can be tricky, especially when so many different departments are involved. Throw in unexpected events, such as bad weather or operational faults and this can turn into a crisis. With Local Measure, you can set up alerts and make sure that the right staff receive the right information.

In the following review, an unhappy visitor is posting about the long queue at one of the rides. This is doubly important as the post was made while she was experiencing the long wait, and it is evident that no information about the queue or wait had been provided. Upon seeing this review, the venue could set up a ‘wait time’ estimation board, or provide entertainment of some sort to make the wait more bearable.

In this next review, the customer is unsatisfied with the way that ticketing was handled. 

The venue could then look into this matter and offer the customer some sort of compensation for the inconvenience they would have suffered as a result of this operational issue. It also goes into detail as to the process they went through to try and amend the problem, so the venue can then re-brief staff on how to handle customer queries.

Social media is a powerful new tool that venues can harness in order to ensure that everything is running smoothly. It can be used in all aspects of the industry, from promotion to security, but above all, making sure that your customer comes away from their experience with only good things to say about their visit.