This story was published in the December-January 2012 issue of Facility Manager magazine, an official publication of The International Association of Venue Managers, Inc.  It is reprinted with permission from Editor RV Baugus.
Face it. When it comes to using social media to get traffic through your doors, the concern now is how to use it more effectively than should you be using it at all. In a world where software changes more quickly than a teenager’s moods, the successful arena manager begins by pondering  these questions.
Which social media platforms work best for my audience?

1. How do I build brand trust and loyalty?
2. What incentives should I offer to engage and hold their attention?
3. What’s next?

Deciding which social media platforms work
If Facebook and Twitter aren’t your new best friends, they should be.  “Facebook currently has 800 million active users, who in turn each have about 130 friends they actively share information with on a daily basis,” says Ryan Sheehy, Advertising & PR instructor for the Nicholson School of Communication for the University of Central Florida in Orlando.
What does that mean to you?
“Facebook allows you to directly connect with folks invested in your product.  Research shows that those connected to Facebook are more likely to purchase your product,” she noted during a session on Building A Social Media Strategy for Every Type of Facility at the 22^nd annual Area Management Conference in Orlando.
For the 18,000-capacity Verizon Arena in North Little Rock, social media has been a gift for reaching an audience beyond their regional area. Social media collects personal information from users that “allowing us to customize what we’re sending,” says General Manager Michael Marion. “Email is being replaced by social media sites as the preferred Read more