TiLEzone London 2015 kicked off on Wednesday at the London Transport Museum in Covent Garden with a session focusing on social media and the value it can offer a range of attractions and organisations.
The one-day event began with a presentation from Gordon Mutton of Merlin Entertainments (pictured), highlighting the value to his organisation of embracing social media and the perspectives it can offer, both good and bad.
Merlin, Mutton said, now runs a portfolio-wide dashboard of KPIs that includes feedback and scores from all attractions, allowing the company to target those sites with poor reviews.
TripAdvisor’s Fernanado Oliveira followed Mutton, advocating attractions to “embrace, engage and encourage” feedback.
“Reviews happen,” he said. “Make them work for you.”
Separate presentations from freelancers Mar Dixon and Chris Unitt, as well as a session from MaritzCX’s Oliver Kipp, all urged attractions to develop a social media strategy that encourages transparency and action – with examples of clear benefits.
Not least of which, Dixon said, is the opportunity to present a museum or attraction as being “human” – which in turn attracts a different audience altogether.
