The Social Engagement (Guest Experience Services - Social Media) team has served a variety of purposes on Twitter. Members of the Social Engagement team responded to Guest comments, questions and concerns sent to the @WDWToday Twitter handle. Additionally, a select group of Cast Members on this team also served as proactive content creators for this handle. In September 2019, the @WDWToday Twitter handle was retired, and the new @WDWGuestService Twitter handle was created. The @WDWGuestService Twitter handle now serves as the official Guest service Twitter handle for the Walt Disney World Resort.
@WDWToday covered a wide variety of content from promoting the opening of new restaurants or lands to engaging Guests through attractions or foods they already love! Some content was pitched to the team by partners across Walt Disney World property and all lines of business, while some content came directly from the team's very own imagination.
@WDWToday built excitement around the special offerings that were available in Theme Parks in honor of World Photo Day and Disney PhotoPass Day. As the Disney PhotoPass content owner, it was my goal to showcase the different offerings to our Guests to get them excited for #DisneyPhotoPassDay and encouraged them to seek out these offerings throughout the four Walt Disney World Theme Parks and Disney Springs.
@WDWToday built excitement around the 26th @runDisney Walt Disney World Marathon Weekend. As the runDisney content owner, I created content to showcase different offerings to our Guests to get them excited for the @runDisney Health & Fitness Expo and races throughout the weekend.
1-week after the start of the Walt Disney World Marathon Weekend campaign, I gathered and recorded the engagement our content received in this Recap document.
Kristina D. McClurg
MEDIA RESEARCH THESIS
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As part of my Media Research class, one of the Public Relations capstone courses at my university, I spent the spring 2016 semester conducting research to develop a research thesis. As a conclusion to my project, I created the poster on the right to serve as a visual aid for my thesis presentation.
Social media provides amusement parks with a unique opportunity to engage and entice visitors with two-way dialogue and targeted messaging, while also leveraging social as a platform to communicate important park information.
The top five theme parks in Central Florida are Walt Disney World, Universal Studios, Sea World, Legoland Florida and Gatorland. This list of the top five theme park locations in Central Florida comes directly from Travel Channel’s website. For this study, I did a content analysis of each theme park’s official Twitter account based on many statistics Twitter provides, plus the statistics I gathered on my own by creating a coding sheet to interpret the content of each tweet.
I analyzed the content of the tweets produced by all five of these accounts. I found my hypothesis, that the more followers an account had, the more likes and retweets they would receive, to be true. In addition, I was surprised that the two largest segments of content these tweets contained were graphics (each account using them over 76% of the time) and hashtags (used at least 50% of the time by each account).
