Process Doc
This is my Process doc where I spent most of my time brainstorming the Ideas for my social media campaign which is a summer strategy for the Hershey Bears AHL hockey team. This is a rough draft, however, my overall completed draft is located in my strategy section. This section also includes a peer evaluation from my classmate which can be found at the end of this process doc.
Project Proposal & Interview Summary
Recently I had the chance to talk with Hershey Entertainment and Resorts Communications Manager, Kaylee Dugan. This is Kaylee's fifth year working with the communications team for HE&R. She recently has been promoted from a communication specialist to a communications manager, covering the social media and communication efforts of Hersheypark, Zoo America, Hersheypark Stadium, Hershey Theatre, and the community involvements and initiatives of the Hershey Bears Hockey Team. I asked Kaylee what some of her biggest challenges were when it comes to successfully managing a communication team in a company that has so many different areas of involvement. "With social media, we constantly have all hands on deck in order to successfully create how we want our content to look, this can include input from the PR team, the Marketing team, the Communications team, etc. The challenge comes with making sure that the channel has a consistent voice, even though it could be handled by multiple different people. Having a strong brand voice is essential." We also looked at the ways that having multiple facets of the company has helped with social media and building a brand. "We are always looking for a way to cross promote. With the opening of Melt Spa, we had the Hershey Bears hockey players come in and get a 'Whiskey Facial,' one of the services on the new menu. Having this opportunity was a great way to get the well established Hershey Bears social following integrated into the newly developed Melt Spa social channels."
​
We talked about the importance of finding a platform for your company's voice and being dedicated to improving that particular channel(s). "It's about what channel has more equity." In a digital world that is constantly creating new social channels and new ways of expressing ourselves online it is important not to spread yourself or your company's social footprint too thin online, or you risk the chance of not being able to fully develop the voice, or the following that you are looking for
​
Personally, I would like the opportunity to create a media strategy for the AHL Hockey Team, the Hershey Bears. The Hershey Bears are owned by Hershey Entertainment and Resorts and are the farm team for the NHL team, the Washington Capitals. The Bears are one of the few teams to be owned by a parent company that is not involved in the hockey/sporting world, however, they are one of the oldest, celebrating their 80th year as a member of the American Hockey League this season. The city of Hershey has embraced the hockey culture as their own and has maintained the league attendance record for the last 11 consecutive years. With recent management changes as well as upcoming league trades and a fairly lackluster season, the Bears could use an updated communication strategy as well as a social media revamp in order to make sure that the incredible fan base the team has fostered over these last 80 years stays in tact.
​
Meet Kaylee:
Brand/Persona Analysis
Hershey Entertainment and Resorts has an incredibly well-established social media presence and this is consistent throughout each of the different areas that they own and operate, including the Hershey Bears. Currently the Bear's social make up includes a website, Twitter, Facebook, Snapchat and Instagram page. They are also included on Hershey Entertainment and Resort's Pinterest page, and are featured on the company's blog stories.hersheypa.com. While the Hershey Bears very much have their own personal brand make-up, the over arching Hershey Entertainment and Resort brand is very much still present in the way that they run and maintain their operation. They are a family friendly operation that seeks to maintain and preserve the legacy of the town's founder Milton S. Hershey, and serve as an attractive community and tourist attraction for those living in the U.S. and internationally.
​
The Hershey Bears are one of the longest running hockey clubs in the American Hockey League, celebrating their 80th season this 2017-2018 season. This history has lead them to the most Calder Cup championships, which currently sits at 11 with their last victory in the 2009-2010 Season. For the last 11 years they have maintain the highest average in league attendance per game, which since the 2009 season has spanned an average attendance of 8,900 - 10,000 fans per game. The Giant Centre, which is a multi-functional sporting/concert venue has been home to the Hershey Bears since its completion in 2002.
​
The Hershey Bears are very active on social media, particularly during the season with 22.7k followers on Instagram where they post on average every 1-2 days. Their social media presence on Instagram includes professional photos taken during the game as well as holiday posts, and posts of the team off the ice. The goal is to create and capture an committed fan base both at the arena and online. The Bears' Facebook page posts full highlight reels from previous games including post game press conferences given by the coach. This page in particular is much more popular, liked by just under 70,000 Facebook users. The goal of the Hershey Bears social media is access their Hershey community and built a relationship with their fans. Their posts are family friendly, which opens their social media up to followers of all ages. The Hershey Bears pride themselves on being Hershey's Sporting team and commit to creating content that supports that pride.
​
​
​
Check them out on Social!
Competitor Analysis
Seeing as so few AHL hockey teams cover such an extensive list of other business endeavours like Hershey Entertainment and resorts, here are a few of the direct AHL competitors of the Hershey Bears and their social media presence
Wilkes-Barre Scranton Penguins: The Penguins are one of Hershey's top competitors each year as their NHL affiliates the Pittsburgh Penguins and the Washington Capitals have been long standing rivals. The Penguins follow an almost exact social model of the Bears, even sharing a Facebook page that has an almost identical number of likes (around 70,000) They currently lead the Bears in Instagram followers with 28.8K and on Twitter with 63.8k followers compared to Hershey's 52.8k followers. The Pen's colors are black and yellow leading to a much bolder visual on their social media pages in comparison to Hershey's brown and white. One thing that I have noticed when comparing teams across the board, is that the teams that are closely linked to their NHL affiliate have a stronger fan base because of how much higher NHL's social followings are. The Pittsburgh Penguins and (as the fans call them the "baby Penguins") are closely linked together, They are owned by the same people, they wear the same colors, they have the same name, and these things definitely have an affect on a team's social traffic. With that being said, the Penguins have a much lower average attendance per game, this year average only around 5,000 people.
The Lehigh Valley Phantoms are another top competitor with the Hershey Bears. Following a recent location change in 2014 from Adirondack to Lehigh Valley the Phantoms have been working to grow their franchise and their fan base in their new location. They are also present on Facebook, Instagram, and Twitter with slightly lower numbers than both the Hershey Bears and the Penguins. I have noticed on both the Penguins Instagram page and the Phantom's that they create a lot of graphics to post which in turn makes the page look a bit hectic where as the bears save a lot of their scoring updates for posts on their website and on Facebook/Twitter.
Social on Previous Page
Content Examples
1
2
3
I Chose 3 images from the Bear's Instagram page for discussion:
1. This first image is after math of the 2017 Annual Teddy Bear Toss night. This event is not singular to Hershey however it is one of the biggest events held by fan, collecting more Teddy Bears for local hospitals than NHL arenas that participate in the same event. I thought this post was a perfect way to celebrate what an amazing job the fans did in donating teddy bears and it show cased that the hockey players were having fun with it too
2. The second image is of a young fan with the Bears' mascot, Coco. This picture was taken the night of the Hershey Bears meet and greet night and I think showcases the fact that the Hershey Bears are for everyone. It's an adorable picture that gives the representation of growing up with a team and the Hershey Bears want their community to constantly feel embraced by the team
3. The last image is from the recent Capital BlueCross Outdoor Classic game held outside at Hersheypark Stadium. Hershey is one of the few AHL teams to host an outdoor classic game as this is usually left to the NHL team and so the game draws in a much larger crowd. The special jerseys that were worn during the game were also auctioned and donated to charity. I think that this is just a great picture in general and showcases the sport of hockey and how special it was to be playing outside that night
Audience Analysis
Primary: The Hershey Bears primary audience targets members of the Hershey community, along with those living in surrounding communities looking for a way to spend their evenings. I would say that this demographic is usually middle class families, sports fans, and Washington Capitals fans. They target young and old fans, as the Bears have been one of the most popular social past times in the Hershey community for the last 80 years. This includes player visitation to local elementary schools, ticket promotions for middle school and high school kids, and discount coupons for seniors and military veterans. Their audience also includes local businesses, because businesses can either reserve or sponsor a suite for their employees to attend a game. This audience would also include the businesses that they pursue in order to gain sponsorships from. For example, the company that sponsors the "keys to the game" is usually a local bank or a "Bears power play" is often sponsored by a local power company.
​
Secondary: Their secondary audience would be other local team's fans. They get a lot of fans who travel to Hershey either to watch the other team play, or to simply enjoy a game of hockey. This audience would definitely reach the hockey players themselves throughout the rest of the league. Hershey wants to be represented as not only a great place to watch hockey, but a great place to play hockey. Members of the greater Pennsylvania area, who's travel distance would be slightly out of range for a normal night to drive in for a hockey game would be included here. The Bears target local radio stations in order to promote their message, announce an upcoming game, or give away tickets as radio prizes, which isn't a direct audience but is definitely important. I think lastly this audience would also be Washington Capitals fans who specifically follow the NHL teams much more the AHL teams. These are the fans that would only usually travel to Hershey during the playoff season if the Capitals got eliminated but the Bears were still playing and doing well.
Tertiary: I think that this audience would cover sports fans in general, even people who have never watched hockey before. This would also expand the audience range to maybe those fans or sport lovers out of state who wouldn't fall under the average game demographic. I think that the rest of the AHL teams and fans as well as NHL teams and fans would be considered part of the tertiary audience, just because the Bears try to remain a respectable and competitive orgization within the hockey realm. Last but not least general media consumers. Any one who comes across a Hershey Bears social channel without any previous knowledge or support of the team would fall under this audience.
​
​
​
Audience Characteristics
Demographics:
Location: Hershey area, communities surrounding Hershey
Age: Young kids 5 - 12 / Teenagers 13 - 18 / Young adults 21 - 28 / Middle-age Adults: 29 - 50s / Seniors 60+
Gender: Both males and females
Race: Hershey has mainly a white population however messaging is targeted to whoever is a hockey fan
Occupation/Income: Mostly middle-class incomes status, usually 9-5 jobs that would allow attendance to Wednesday night games or jobs that take off on the weekends (games are at 7pm on Sat and 5pm on Sun)
Interests:
Hockey, family time, community involvement, sporting culture, spending time with friends, an activity to do on the weekend, the immersion in a fan base, sports merchandise, interactions with hockey players, kids who want to pursue hockey as a sport, high school and middle school players, individuals who want to participate on the on-ice activities during half time, the Hershey Entertainment brand, love for the town of Hershey, tradition of going to the games over the course of the Bear's history
Behaviors:
Passion for the games, yelling/cheering during the games, commenting and liking social media posts, getting involved in community initiatives during the games, meeting new community members, drinking, grabbing snacks and dinner during the game, wearing jerseys/merchandise to the games, staying after to watch th post game interviews/ 3 stars of the game, leaving early when the team is doing poorly, booing when the ref makes a bad call
​
​
​
,
Social Media Policy
Hershey Bears Social Media Policy
The Hears Bears are dedicated to maintaining the safety and well being of their fans and the Hershey community, as well as upholding the ethics and moral standards of Hershey Entertainment and Resorts as a whole. With our active role in the social media community, the Hershey Bears strive to create all content strictly within the guidelines of our social media policy and we ask our employees and our fans to do the same. Thank you.
-HE&R Communication Team
-Follow all ethical guides and policies distributed by Hershey Entertainment and Resorts
-Confidential information, including user-generated content is not to be reposted without consent from user
-The use of vulgar/racially charged/obscene language is strictly prohibited
-Negative comments are to be addressed on a personal platform (via Direct message) unless otherwise authorized
-Follow the style guide and expectations of the Hershey Bears brand
-Do not release personal information of players, coaches, or any other staff members
-Remove user generated content from social channels that is either harmful or threatening to other fans or to the organization/players
-Never release personal statements/opinions on a company channel, the correct voice and tone is to be maintained throughout all posts
Hershey Bears Social Accounts
Players and Employees: Personal Accounts
As players and employees of the Hershey Bears organization you are in a position where your personal social media profiles reflect, either for better or for worse, on the organization as a whole. Third party access to your profile, photos, videos, and comments are likely to increase due to the vast social media participation from our fans, community members, and outside media sources. Our goal is for you to understand how actions on your personal social accounts have consequences under the scrutiny of such a public audience. Inappropriate material found on your profile affects the perception not only of you as an athlete or as an employee, but the overall brand of this hockey team.
Examples of inappropriate behaviors exhibited on personal social channels include:
-Unsportsmanlike content that is derogatory in nature towards another player, coach, employee, individual or institution. Posts that encourage unacceptable behavior such as discrimination, fighting, vandalism, hazing, illegal drug use, are strictly prohibited
-Photos, videos, comments or posters showcasing the personal use of alcohol to an excessive level (no shot glasses, videos of individual drinking, results of too much alcohol consumption, etc.) This also excludes any photos of drug or tobacco usage including the appearance of drug paraphernalia
-The release of undisclosed public information about the Hershey Bears organization as an entity or of Hershey Entertainment and Resorts
-The use of vulgar/racially charged/obscene language
Fans and Spectators: Personal Accounts
As fans of the Hershey Bears we encourage your interaction with our online social presence, in fact, that's why we created the channels in the first place! Our fans are incredibly important to us and help to cultivate a safe and inclusive environment to enjoy the sport of hockey in the Sweetest Place on Earth. As Hershey Bears fans we ask you to please be aware of the effect that negative comments can have on the fan community. While we appreciate all of your love and support, certain inappropriate behaviour will not be tolerated.
Examples of inappropriate social content include:
-The use of vulgar/derogatory language targeted specifically at other fans, players or coaches, opposing teams or the organization as a whole
​
-Disrespecting other players, coaches, fans or opposing team members on the public social walls of any Hershey Bears platform (the Hershey Bears have the right to remove any comments that they deem to be harmful or disrespectful)
​
-Posting links to malicious software (viruses, phishing, spyware)
​
-Posting any material that violates general social media platform policies (Facebook's code of conduct, Twitter's code of conduct, etc.)
The Hershey Bears and HE&R appreciate your cooperation in respecting these policies, and upholding the ethics and standards of the team that we each individually represent.
Referenced Cites:
Style Guide
Hershey Bears Style Guide
2017-2018 Season
Our Principles:
1. Maintain the values and ethics of Hershey Entertainment and Resorts
2. Community First
3. Family Friendly
4. Keep it short/Keep it engaging
5. Market both the team and the players
6. Be responsive to fan questions and comments
7. Be respectful
8. Build a trust in the fan base
9. Generate pride in the fan base
10.Appreciate every fan, the old and the new
Our Content:
Generating Social Content:
-Relevant current news happening within the AHL
-Players' first goals of the season/career
-Milestone number of games played
-First appearances in the NHL
-Points/goals scored in the NHL (Washington) by current or former Hershey Bears
-Player birthdays
-3 stars of the game
-Bears players' standings vs. current opponent players' standings across the league
-Players who are recalled/sent back from Washington
-Inclusion of popular fan nicknames for players in social posts
-Season long promotions (Papa John's "Bears Win - You Win" 50% off promotion)
-Specific game night promotions (Promote event for the first time 2-3 weeks before it takes place)
​
(Topics to be aware of in creating social posts)
Contact info for fans:
​
General Questions: 717-508-BEAR
Giant Center Box Office: 717-534-3911
Other Questions: www.hersheybears.com
Popular Emojis and Hashtags
#HBH #DefendTheDen #ALLCAPS
Bears Fast Facts:
Colors: "Chocolate and White"
NHL Affiliate: Washington Capitals
Mascot: CoCo the Bear
Years in the AHL: 80
Calder Cup Wins: 11
Giant Center Seats: 10,500
​
Resources:
Amy Rhine: Marketing Specialist
Kaylee Dugan: Communications Manager
Twitter Content:
Handle: @TheHersheyBears
Followers: 53,100
Content:
-Live tweet during games (updates, end of period score, etc.)
-Post promotional material
-Retweet current league events
-2-3 posts per day (depending on season schedule)
-Utilize gifs, emojis, in house graphics, bts pictures
-Maintain a professional but very personable tone
​
Facebook Content:
Page: Hershey Bears
Likes: 70,003 Followers: 67,289
Content:
-Detailed recap of games
-Description/location of upcoming events at Giant Center
-Recap Videos
-Promotion winners/Winning Wednesday/Papa John's promotion
-Pictures (bts or game pictures) uploaded to albums
-Facebook offers more space to elaborate on events or game recaps. Utilize a professional yet personal tone
-Be attentive to questions posted by fans
Instagram Content:
Handle: thehersheybears
Followers: 22,900
Average posts: 7-9 per week (about 1 per day)
-Give photo credit to photos taken from other accounts
-Tag players with Instagram profiles who are featured in pictures
-Utlize hashtags/emojis/similar language to Twitter posts
Website Content:
Website: www.hersheybears.com
Blog Posts:
-Always open with the date in bold
-Italicize Hershey Bears and Giant Center
-Weekly press release
Fit to one full page
Includes:
-Detailed recap of last few games
-Schedule of upcoming games
-Listed practice schedule times
-Bulleted news information about players (News & Notes)
-Upcoming game previews
-Broadcasting information
-Game referees and linesmen
-Current events within the Bears organization and the opposing team's organization. Recaps of their past season meetings
-Current team events
-Average Length: 250-500 words
-Any information that is relevant within the Bears organization
​
Popular Language/Hockey Terms
IT'S GAME DAY!!
Puck drop: game start
OT: over time
Sweep the weekend: win 2 games back to back
Call up/Recalled: sent up to play in Washington
ChocolateTown
Chocolate and White
Scratches: players not dressed for a game
OTGWG: Over time game winning goal
​
​
​
Business Goals
Enhance social media content on the Hershey Bears Facebook and Instagram channels over the summer season (June - September) in order to boost fan engagement and brand loyalty
Boost Fan Engagement
-Increase Instagram followers by 20%
-Gain 5,000 likes on Facebook
-Measure fan interactions with posts (likes, comments, shares)
-Encourage more community interaction during the off season (Fan generated content, interaction with polls, voting, etc.)
​
Increase Fan Loyalty
-Increase percentage of returning ticket holders by 15%
-Increase customer satisfaction by replying to questions, addressing reported concerns and interacting with fan base through the medium of social media channels
​
With a 3-5 month gap that occurs between hockey seasons, fans want enjoyable content that they can interact with until the season officially starts, and the Hershey Bears organiazation needs a way to keep fans motivated and engaged. By working to enhance social media posts the Hershey Bears can utilize this upcoming off season to strengthen their relationship with the online Hershey Bears community and increase brand loyalty that will translate into the support of the team during the upcoming regular season.
Strategy Distribution Plan & Timeline
Platform
Asset
Content
Type
Timing
FB & Insta
06/10 - 4pm
Organic
Luke Bryan with Bears Jersey: Looking good Luke #HBH #LivingFreeTour
Picture w/ Text
Shared
Shared
Collage of Pictures
06/14 - 12pm
06/14 - 12pm
Fan Generated Content: Once a Bears fan, always a Bears fan #TBH #HBFamily
Fan Generated Content: Once a Bears fan, always a Bears fan #TBH #HBFamily
Multi-Picture
Organic
Picture w/ Text
06/13 - 11am
Coco with Bears Prize Pack: It's Winning Wednesday! This week enter for a chance to win this Coco approved Hershey Bears Prize Pack
Organic
Single Image
06/15 -2pm
Celebration Hug: Happy Friday Bears Fans! Bring on the Weekend!
The goal of this strategy is to enhance the Hershey Bears' social media engagement during their off season. I have defined this "off season" or "summer" season as dating from June 1st to September 30th. Throughout the course of this upcoming summer, the goal is to enhance and develop new content that will generate more likes and user engagement based off of past summer season content metrics and from monitoring competitor's performance. This strategy will continue to utilize organic content on cross-channels, however, will also include user generated content, as well as league generated content for reposting, should the material be suitable for the Bears' social channels. Social calendars will be available for each month, crafted by our social media coordinator and are to be fully drafted one month prior to release while making notes for unscheduled trades, re-signs, events, news, etc.
​
Social monitoring will take place during the course of this summer season by our digital communications team and will document post metrics and re-evaluate content to fit audience responses and needs.This monitoring will also expand to our competitors, outside influencers, internet trends, and general current national news to keep social media postings timely, respectable, and ethical.
Content Examples
The Hershey Bears are in a particularly unique situation because of the immense number of celebrities that visit Hershey year round to perform both at Giant Center and at Hersheypark Stadium. I believe that during the summer asking visiting if a particular performer would be willing to wear a Bear's jersey on stage is a perfect way to build the reputation of the Bears, while also reaching out to a larger audience (the entire crowd) who might not all be familiar with the team. This is a great way to bring in the benefits of influencer marketing while still producing organic material
Behind the scenes images of players in training, particularly off ice have performed really well in terms of engagement. I think that bringing the audience back stage to see the pre season preparation of the bears, particularly their off season training would be a great way to increase likes on both Instagram and Facebook. These posts on the Blackhawks Instagram performed particularly well, usually getting a few thousand more likes than other material posted.
This summer I want to incorporate more throwback pictures and videos from past seasons. Particularly with an older audience following us on Facebook, I think that strategically using these posts could boost pride in team, particularly from fans who have been supporting the Bears for a long time. These "Throwback" posts could also encourage fans to submit their own throwback posts at Bears game and could be added together to create a multi picture post, also boosting audience engagement. The Who Am I? Campaign that the Bears initiated last summer including alumni players didn't do particularly well, but I believe by posting videos of top moments and fan generated content could boost those numbers.
Measurement Plan
Boost Fan Engagement:
Growing Facebook and Instagram numbers:
-Log follower numbers at the start of June (June 1st) track monthly, and record end of the off-season (September 30th) total.
Measure fan interactions with posts:
-Using Sprout Social or Google Analytics track likes, shares, and comments for each post (per platform) including content material and type of post (single post, video, collage, etc.)
-Monitor which posts capture the most engagement and measure engagement comparatively on a month-by-month basis
Encourage more community interaction:
-Monitor response rate to content prompting audience participation (polls, voting, requests for fan generated content, etc.)
-Track number of tagged photos and record the use of the hashtag #HBH
Increase Fan Loyalty:
Increase percentage of returning season ticket holders by 15%
-Tracking this goal will be in coordination with the Giant Center box office in order to access data records of past returning season ticket holder rates.
-Because we are tracking this increase as a result of social media efforts to improve customer loyalty, we will monitor this goal by tracking clicks to the season ticket office website from social media posts that push the repurchasing or purchasing of season tickets. From this monitoring we can gauge
1. The presence of our season ticket holders on social media
2. How influential our summer social media campaign is in promoting the repurchasing of tickets.
Increase customer satisfaction:
-Social listening through Sprout Social in order to monitor positive/negative comments, mentions, feedback, etc.
-Improving response rate to customers, and monitoring ratio of fan questions to company responses. The aim is to maintain a 1:1 response ratio and a lower average overall response time
In order to successfully reach these identified summer season goals the Hershey Bears Organization will be responsible for consistent monitoring, re-evaluating, and recording of both internal and external social media content in order to deliver the best content for their followers. While posts will be flexible based on last minute information, last minute updates, schedule changes etc. The monitoring of social post must stay consistent throughout this season.
Rationale
For the Hershey Bears 2018 summer season, lots of improvements can be made in order to boost overall fan engagement, expand reach, strengthen customer service and excite fans for the upcoming season.
These recommendations are based on outside studies of social media trends as well as an in depth analysis of our current social media summer strategy.
Based on the 2016-2017 numbers during the summer season, almost 30% of Instagram posts and 21% of Facebook posts are dedicated to players either signing or re-signing to the team. For Facebook specifically, an additional 17% of posts are dedicated to the weekly Winning Wednesday promotion that has been running for the past few seasons. Due to the nature of these posts their presence on both Facebook and Instagram will remain consistent through this upcoming summer season, leaving approximately 70% of channel space to install creative new content in order to boost social numbers.
My first recommendation in order to boost engagement is to increase behind the scenes photos, particularly on Instagram.
Of the top 25 best performing Instagram posts during to 2016-2017 summer season 4 of the 6 behind the scenes photos posted made the list, averaging 976 likes per post. This trend was also prevalent on different teams channels including our close competitors and NHL teams. Post of behind the scenes content got on average 15% more engagement than other posts.
The next goal is to boost user-generated content. In the 2018 social media trends report posted by Buffer, user generated content is hailed to drive more reach and boost engagement. During the 2015-2016 summer season, we implemented 2 #FanFriday posts on Instagram which actually ended up bringing in some of our lowest engagement during that period. The goal here is to find a much more innovative and inviting way to bring fans of the Hershey Bears onto our social channels, and in that, incite a response from our social media users. My plan is to implement a summer long challenge to our Hershey Bears fans encouraging them to share their summer plans that include either the Bears or hockey. This plan will also include the participation of players and of coaches. A community experience is what I am hoping to implement to this year’s summer program in order to fully utilize the benefits of user-generated content. This plan will also encourage fans to share the challenge on their own personal pages as Facebook’s algorithm prioritizes posts from family and friends over organic posts from company pages.
Another way to not only boost engagement from our users, but strengthen our brand loyalty is to increase the usage of polls on social media, particularly Instagram. Social media polling is not only a great way to get transparent feedback, it also encourages conversation and participation. “Porter Haney, CEO of the social polling company Wedgies says…’Polling shows your customers that the communication channel isn’t a one way street, and it invite them to join in the fun’.”
By combining the usage of polling and social listening the Hershey Bears can continue to learn from their audience and from that continue to improve their content.
Peer Evalutation
