Recently the CAB research team looked into the top one hundred attractions in the UK in order to see how their mobile sites responded. Out of this came some interesting results about Social sharing.


These statistics were passed on to me and I have analysed them (don’t worry, they pay me well in cups of tea and biscuits) to offer the best possible advice for the leisure industry in regards to Social Media. First, let us start with some statistics:

The truth is that there are certain types of leisure attractions that generally do very well on Social Media. This is not particularly surprising, however what is a bit strange is the type of attractions they are. Educational attractions seem to do best overall on Social sharing compared to other types of attraction, with Twitter and Facebook encouraging the most subscribers. The average educational attraction has 80,333 sharing subscribers via Social Media. These compare to general amusements who have 70,490 and historical places that have a median number of 20,358 subscribers. These are across Facebook, Twitter, Instagram, Pintrest, Youtube, Google+ and Soundcloud.

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The age of being ignorant to the benefits of Social Media is long gone. Now the benefits outweigh any potential negative effects of Social Media and the right Social Media account can substantially benefit any business within the leisure industry. If you are still unsure about the benefits then have you considered:

  1. Social Media Offers Higher Conversion Rates - Social networks offer a far higher opportunity for conversions by allowing companies to come across like people. Social Media accounts, or good Social Media accounts, allow for large corporations to act like individuals. This is highly effective for engaging an audience and allows a direct interaction between the attraction and the customers it is aimed at. This leads onto points two and three.

  2. Social Media Offers A Chance To Increase Customer Satisfaction - The interaction that Social Media allows means that customers can voice their enjoyment or grievances online. When recognised this leads to a higher level of customer satisfaction. Customers are either more satisfied because they feel they are valued or because they feel like they have been listened to.

  3. Social Media Offers Improved Customer Insights - Nowadays customers share everything about themselves online. Social Media has opened up towards a customer generation who are happy to give their opinion about things. These opinions, good or bad, can be seen as a valuable resource towards improving a customer experience over all.

  4. Social Media Offers More Chances For Customer Conversion - Due to the nature of Social Media and the ease of posting it is possible to see every post as an opportunity for potential customers to convert into paying clients. Social Media is all about showing the world what something is all about by sharing facts, images, videos, blogs (etc.) about the thing. Each one of these is a potential tool for converting people to clients.
  5. Social Media Can Increase Brand Loyalty - Social sharing is a great way of building trust between an organisation and their customers. It allows for customers to see what an organisation is all about, and sharing on Social Media suggests an openness not normally inspired by a closed company.

  6. Social Media Can Boost Search Engine Optimisation - At the start of this year the news broke that Twitter and Google were renewing their connection. In 2015, more than ever, Social sharing is taking the front stage in terms of Social Media. Social Media and Social sharing can now benefit websites in terms of SEO (Search Engine Optimisation) more than ever. This, needless to say, can help increase inbound traffic.

  7. Finally, Social Media Can Decrease Marketing Costs - Once more this seems like a logical conclusion keeping in mind that Social marketing requires fewer staff and hours than events planning or some other types of marketing do.

It is easy to see why Social Media is so popular on an ever growing base of users. It is a trick that every amusement, educational, cultural, and historical leisure attraction in the UK can use, and something that can benefit a business hugely.