As we focus on follower growth for this month’s issue, we’ve identified four venues that are poised to make big jumps in 2013. Besides tracking follower count and short term and long term growth on both Twitter and Facebook, we’re also watching how engagement rates shift as venues grow their followers online. Our FB Likes and Mentions 3-month Peak measures the actual impact of a venue’s most popular post, while the engagement rate looks at the percentage of followers who liked or shared the post. Our Twitter Fan to Follow Ratio tracks the rate at which venues are following their fans while our Tweets per Fan 3-month Rate looks at how the number of tweets a venue sends out correlates with the growth of its fan base over time.
The Smith Center for the Performing Arts, Las Vegas
Facebook Followers 40,704
3-Month FB Growth ↑21.7%
Year Over Year FB Growth↑275.2%
FB Likes and Mentions Peak 3,191 on Feb 9
FB Engagement Rate 3-Month Peak 9%
Twitter Followers 5,058
Twitter Follower 3-Month Growth Rate 25.5%
Twitter Fan to Follow Ratio 27:1
Tweets per Fan 3-Month Rate↓20%
Days to Reach 10,000 Twitter Followers 432
What they say
“We’re starting to look at ways our fans interact with us on social media and pull the data from those interactions to learn more about our customers. Our goal is to have the 360-degree, complete view of what our customers look like, both online and at The Smith Center.” — Tony Jilek, director of Ticketing and Patron Services.
Intrust Bank Arena, Wichita
Facebook Followers 30,926
3-Month FB Growth 10.1%
Year Over Year FB Growth ↑45%
FB Likes and Mentions Peak 6,538 on March 4
FB Engagement Rate 3-Month Peak 21.8%
Twitter Followers 5,254
Twitter Follower 3-Month Growth Rate 17%
Twitter Fan to Follow Ratio 7:1
Tweets per Fan 3-Month Rate↑11.3%
Days to Reach 10,000 Twitter Fans 564
What they say
“In January, we introduced a new iPhone and Android app that tells you show times, gives parking information and offers behind the scenes content. We tied it to an online promotional campaign that has resulted in more than 3,000 downloads.”— Christine Pileckas, director of Sales and Marketing
Wells Fargo Center, Philadelphia
Facebook Followers 74,059
3-Month FB Growth 6.3%
Year Over Year FB Growth ↑152.1%
FB Likes and Mentions Peak 9,347 on March 4
FB Engagement Rate 3-Month Peak 13.1%
Twitter Followers 11,794
Twitter Follower 3-Month Growth Rate ↑9.3%
Twitter Fan to Follow Ratio 17:1
Tweets per Fan 3-Month rate ↑46%
Days to Reach 15,000 Twitter Fans 250
What they say
“We’re very focused on using images across all of our social profiles. Visually, they connect with people and the relative ease of sharing a photo really boosts our engagement numbers. And the photos seem to pop up everywhere.” — Cody Snider, Marketing Manager
Granada Theater, Dallas
Facebook Followers 64,474
3-month FB Growth ↑10.3%
Year Over Year FB Growth↑70.1%
FB Likes and Mentions Peak 10,645 on Feb. 22
FB Engagement Rate 3-Month Peak 17.6%
Twitter Followers 18,391
Twitter Follower 3-month Growth Rate↑11%
Twitter Fan to Follow Ratio 2.5:1
Tweets per Fan 3-Month Rate ↑28%
Days to Reach 20,000 Twitter Fans 92
What they say
“It’s all about working with the bands. Months before a band arrives at the venue, we create a strategy for how we plan to engage with the band as their show approaches. It gets the band talking about their date and when fans see the conversation, they have an affinity to follow our page.” — Gavin Mulloy, Marketing Manager