DIGITAL FIRST
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From saloons to social media
Knott’s Berry Farm’s online strategy keeps ‘em coming back.
Curated by Suzanne BroughtonPublished: October 01, 2012
Knott's Berry Farm is
taking social media for a loop.Knott’s Berry Farm has been offering farm-fresh fun for more than 60 years.
Suzanne Broughton: What’s your company’s philosophy for social, particularly Facebook?
Knott’s Berry Farm: When it comes to social media, building one-to-one relationships with our fans is one of our most important goals. If you’ve been to the park and have had an interaction with a member of our staff, you’ll find that the online experience is very similar, very friendly. On social media, it’s important for us to always be down to earth and engage in a natural way. We listen to what our fans have to say and make sure we respond in a timely, informative and appropriate manner.
SB: What’s your best tip to other companies?
KBF: Don’t create shortcuts. Have an appropriately sized staff to maintain your social platforms. Take the time to listen to your fans; they are telling you what they want – just listen.
SB: What did you learn the hard way?
KBF: Social media is a full-time endeavor, and it takes constant effort to stay on top of everything. It’s easy to try and take on too much or not be sure where to begin or how to prioritize platforms. New platforms are always popping up, and existing ones are
always changing. To help guide us and be current with trends, we engaged with GigaSavvy, an O.C.-based marketing firm that specializes in social media.
SB: What is the importance of authenticity when working in this forum?
KBF: If you’re not authentic, regardless of how consistent you are, your message will not be well received. Without authenticity, it would also be more difficult to create brand advocates and have influencers on your side. With authenticity, you create loyal relationships between the brand and its fans.
Facebook.com/knottsberryfarm
Twitter.com/knotts
Number of Facebook LIKES in August 2011 = 35,000; in August 2012 = 254,000
Readers Feedback:
Whenever a product bemceos very popular and in the public eye, as ae7aed has, scams seem to pop up everywhere. Naturally, ae7aed is no different.1. Ludicrous promises.One such promise is that you'll lose 30 pounds in 30 days . While ae7aed has many health benefits, losing 30 pounds in 30 days is not one of them. The truth is, while ae7aed contributes to your overall health, it is certainly not the only component of a healthy lifestyle. You do not live on ae7aed alone. Your diet should consist of a large variety of (preferably high-ORAC) vegetables, high-quality meat, and a small quantity of fruit.2. Inflated ORAC values.Many companies tout ae7aed as a Super Food and claim ORAC values in the high thousands (or more). ORAC is a method of measuring antioxidant capacities in biological samples.Fact is, ORAC numbers can and do vary depending on harvesting conditions and your own body. Many companies multiply the ORAC numbers by 100 grams to make ORAC numbers appear higher than they really are (for the amount you're ingesting).Ae7aed is truly a great food, with strong anti-oxidant properties. Is it the only food you should eat? Absolutely not! It’s really not even at the top of the chart on ORAC values. Many other foods have strong ORAC numbers too like red grapes, blueberries, raspberries, spinach and many more. So strive for balance and include ae7aed as part of your big plan for taking control of your health.Be sure the ORAC values you are comparing are per milligram, not per bottle of supplement or some other inflated measure!3. Obscure amounts of ae7aed, use of other juices and use of cheap fillers.Pure ae7aed is expensive,therefore many products that contain ae7aed use token amounts of ae7aed, and load up with cheaper juices or flavorings. This affects not only the real ORAC value of the product, but also exactly how much ae7aed you are actually consuming. Many times, it's very difficult to tell how much that is.Besides other juices which may have lower nutritional value than ae7aed's, some products are contaminated with fillers of dubious value, like soy lecithin, citric acid, maltodextrin, or seeds.My advice is to steer clear of mixed products, because it's so very difficult to really know what's in them.High-quality pure ae7aed should be very dark, not a lighter color. So color tone is a reasonable guide to the quality level of the product.4. Questionable marketing practices.One popular marketing practice invites you to try out a free bottle of ae7aed (whether capsules or liquid is irrelevant), and charges you only for shipping and handling.You're asked for your credit card number to cover shipping and handling. Hidden in the fine print is a statement that by accepting the free offer, you're authorizing a monthly auto-ship program and will be charged $ 90 to your credit card every month. Then comes the real rub. Unscrupulous companies make it difficult or almost impossible to stop the monthly charges. By the time you manage to get a return authorization from them to stop your payments and shipments, you've lost several hundred dollars.
Comment at 11/3/2012
I agree with you. Disneyland has better flotas and better music. (The flotas need to stop breaking down). But I think the actor thing is not true. We aren't supposed to sing to the music and we aren't supposed to wave. It's not our fault, it's what we can and can't do. So when the Disney cast members wave, that's great fun and all, but we aren't allowed to. I wish we were, it would make it more fun but it's not acting skills. It's availability.
Comment at 5/31/2013
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Knott's Berry Farm is taking social media for a loop. Knott’s Berry Farm has been offering farm-fresh fun for more than 60 years. Suzanne Broughton: What’s your company’s philosophy for social, particularly Facebook? Knott’s Berry Farm: When it comes to social media, building one-to-one relationships with our fans is one of our most important goals. If you’ve been to the park and have had an interaction with a member of our staff, you’ll find that the online experience is very similar, very friendly. On social media, it’s important for us to always be down to earth and engage in a natural way. We listen to what our fans have to say and make sure we respond in a timely, informative and appropriate manner. SB: What’s your best tip to other companies? KBF: Don’t create shortcuts. Have an appropriately sized staff to maintain your social platforms. Take the time to listen to your fans; they are telling you what they want – just listen. SB: What did you learn the hard way? KBF: Social media is a full-time endeavor, and it takes constant effort to stay on top of everything. It’s easy to try and take on too much or not be sure where to begin or how to prioritize platforms. New platforms are always popping up, and existing ones are always changing. To help guide us and be current with trends, we engaged with GigaSavvy, an O.C.-based marketing firm that specializes in social media. SB: What is the importance of authenticity when working in this forum? KBF: If you’re not authentic, regardless of how consistent you are, your message will not be well received. Without authenticity, it would also be more difficult to create brand advocates and have influencers on your side. With authenticity, you create loyal relationships between the brand and its fans. Facebook.com/knottsberryfarm Twitter.com/knotts Number of Facebook LIKES in August 2011 = 35,000; in August 2012 = 254,000 |
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Readers Feedback:
Whenever a product bemceos very popular and in the public eye, as ae7aed has, scams seem to pop up everywhere. Naturally, ae7aed is no different.1. Ludicrous promises.One such promise is that you'll lose 30 pounds in 30 days . While ae7aed has many health benefits, losing 30 pounds in 30 days is not one of them. The truth is, while ae7aed contributes to your overall health, it is certainly not the only component of a healthy lifestyle. You do not live on ae7aed alone. Your diet should consist of a large variety of (preferably high-ORAC) vegetables, high-quality meat, and a small quantity of fruit.2. Inflated ORAC values.Many companies tout ae7aed as a Super Food and claim ORAC values in the high thousands (or more). ORAC is a method of measuring antioxidant capacities in biological samples.Fact is, ORAC numbers can and do vary depending on harvesting conditions and your own body. Many companies multiply the ORAC numbers by 100 grams to make ORAC numbers appear higher than they really are (for the amount you're ingesting).Ae7aed is truly a great food, with strong anti-oxidant properties. Is it the only food you should eat? Absolutely not! It’s really not even at the top of the chart on ORAC values. Many other foods have strong ORAC numbers too like red grapes, blueberries, raspberries, spinach and many more. So strive for balance and include ae7aed as part of your big plan for taking control of your health.Be sure the ORAC values you are comparing are per milligram, not per bottle of supplement or some other inflated measure!3. Obscure amounts of ae7aed, use of other juices and use of cheap fillers.Pure ae7aed is expensive,therefore many products that contain ae7aed use token amounts of ae7aed, and load up with cheaper juices or flavorings. This affects not only the real ORAC value of the product, but also exactly how much ae7aed you are actually consuming. Many times, it's very difficult to tell how much that is.Besides other juices which may have lower nutritional value than ae7aed's, some products are contaminated with fillers of dubious value, like soy lecithin, citric acid, maltodextrin, or seeds.My advice is to steer clear of mixed products, because it's so very difficult to really know what's in them.High-quality pure ae7aed should be very dark, not a lighter color. So color tone is a reasonable guide to the quality level of the product.4. Questionable marketing practices.One popular marketing practice invites you to try out a free bottle of ae7aed (whether capsules or liquid is irrelevant), and charges you only for shipping and handling.You're asked for your credit card number to cover shipping and handling. Hidden in the fine print is a statement that by accepting the free offer, you're authorizing a monthly auto-ship program and will be charged $ 90 to your credit card every month. Then comes the real rub. Unscrupulous companies make it difficult or almost impossible to stop the monthly charges. By the time you manage to get a return authorization from them to stop your payments and shipments, you've lost several hundred dollars.
| Comment at 11/3/2012 |
I agree with you. Disneyland has better flotas and better music. (The flotas need to stop breaking down). But I think the actor thing is not true. We aren't supposed to sing to the music and we aren't supposed to wave. It's not our fault, it's what we can and can't do. So when the Disney cast members wave, that's great fun and all, but we aren't allowed to. I wish we were, it would make it more fun but it's not acting skills. It's availability.
| Comment at 5/31/2013 |
