Issue: November/December 2011
Social Media Survival Guide: Best Face Forward
Four Facebook pages we ‘like.’
Our beloved hometown grilled-cheese joint has 43,000-plus Facebook fans, and Matt Fish estimates that number grows by 100 a week. Melt has developed customer-facing programs that encourage fans to deliver much of its content, including pictures of Melt tattoos (which earn a 25 percent discount for life) and a fresh flow of testimonials and critiques.
Akron-Canton Airport’s Facebook presence is like finding the perfect seatmate for a cross-country flight. The airport posts fun air-travel polls, runs contests, chats with first-time visitors and even brags about the newest beer on tap in the airport restaurant. “If we leave a warm feeling with our customers, if price is the same and they’re connected to us, we’re going to get that business,” says CAK’s Kristie VanAuken.
The Tribe makes its pitch to social media devotees with special invitations to the Social Suite, a loge where fans can post or tweet about the game, and discount offers that increase each time a friend forwards it. “Instead of us saying how fun it is to come to the ballpark, now they’re telling their friends how fun it is,” says communications director Curtis Danburg. As a result, the team has seen a 400 percent increase in traffic to its website from Facebook in the past two years.
Cleveland.com allows visitors to control the information they see in their social media feed using automatic feeds for nearly 100 individual pages on topics ranging from high school sports to Hot in Cleveland. “Someone may be interested in the Cavs but not necessarily interested in news from Strongsville,” says social media producer Alana Munro. It drives traffic back to Cleveland.com, where visitors can read the whole story and continue the conversation.
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