Issue link: http://read.uberflip.com/i/1029542
32 / SEPTEMBER.OCTOBER.2018 USICERINKS.COM It's time to revisit your social media marketing plan // Ben Ruggles, CIRM, PMP B y now we've all become familiar (maybe too familiar) with the use and importance of social media to successful marketing of our programs and services. The common platforms of Facebook, Instagram, Twitter, YouTube seem to be well established as other social media platforms continue to appear. But as we all know, things can change quickly, especially in the technology world. The privacy issue experienced by Facebook this past spring—when reportedly 10 percent of Americans deleted their accounts—is a good example of why we need to re-evaluate the effectiveness of these marketing efforts. So how effective is your social media marketing approach? Over the past few years, have you been tracking the amount of "likes", "shares", "comments" and clicks on your accounts? Has there been business growth in the form of increased program participation, ice rentals and overall revenue? Are you developing new customers or just seeing the same old faces? Are you retaining the customers that you have worked so hard to attract or are they going elsewhere? And which of these factors can you attribute to your social media marketing efforts? Now is a good time to take a step back and re-evaluate how you're using social media. Consider bringing in an expert— even on a volunteer basis—to give you an objective perspective of your current approach. Perhaps consider surveying your customers directly and seek feedback about your social media effort. Some other things to consider: Your Rink's "Personality" How do your customers and prospective customers perceive you on social media? • Does your rink come across as being warm, friendly and receptive to spontaneous interaction, or just as an extension of your website, spitting out information and scripted press releases? • Are your posts crafted in a manner that consistently presents the same intended Let's Talk S O C I A L S C E N E IS YOUR MESSAGE CURRENT, IMAGINATIVE AND STRIDE-FOR- STRIDE WITH THE ACTIVITY INSIDE YOUR RINK?