What do Facility Managers need to know about web sites and social media?
Websites and social media initiatives are critical tools for today’s facility managers. This is an evolving area that offers unlimited opportunity but can be limited by the capabilities of the facility and staff. I checked in with Carole Billingsley, owner of Seek Social Media, who has the unique advantage of having worked in facility operations and has a web professional’s view on these issues.
It seems that facility websites and social media are being talked about everywhere these days, including Venues Today’s own SMP100 on page 86. There are too many issues to cover in this space, so I have picked a few that may assist facility professionals in their thinking.
A public assembly facility website is primarily intended to inform the user. It is a desirable destination that can, if organized properly, provide potential users information about the facility, events, tickets, policies and procedures, regardless of the time or day.
One of the biggest challenges we see in today’s facility websites is a perceived need to provide as much information as possible and place all of it on the home page. Many of today’s facility websites are so crammed with information, logos, links, photos, sponsors and business partners that it becomes overwhelming to the user and difficult to navigate.
We are finding that there is great value in the axioms “less is more” and “the simpler, the better.” Consider what information a user wants to know, presume that the user knows very little to start with, and simplify their path to get the answers. Simplify, avoid clutter, and organize the pages with the specific information that you want them to know while avoiding possible duplications like multiple links that take the viewer to the same page.
One specific recommendation in your website design is to have any links to third parties open into a new window. By having links open into a new window you maintain your connection with the customer.
In the area of social media what appears to be today’s biggest area of missed opportunity is that fans genuinely want to engage. They are willing to spend their personal time to do so. Fans expect that you consider them and their time valuable. Fans want information that is not in the newspaper or available through local media.
We do not see many facility’s social media programs asking questions, updating users, or varying information in a manner that keeps fans checking. Posting updates and new information at night or on weekends when your followers are home and actively engaging in the process.
Bottom Line: Simpler is better. Be proactive when considering the information that your fans want to know. Anticipate and be prepared to give your fans and followers information that respects their commitment to you. If you do ask or engage fans, be prepared to listen to what they are saying and respond.
Address customer service issues that are posted on social media. You ignore those comments at your own risk.
Russ Simons is...
managing partner, Venue Solutions Group, and has been in this industry for more than three decades, working in arenas, stadiums, design, construction, safety and security. Send questions about any aspect of venue operation to askruss@venuestoday.com or mail questions to Venues Today, P.O. Box 2540, Huntington Beach, CA 92647.