Will Henderson is a social media researcher at Clemson University, pursuing a PhD in social media behavior of theme park guests. In this interview, Will offers guidance into understanding how guests’ online behavior can impact the guest experience as a whole.

Key takeaways:

• The type of content that a transient visitor or vacationer posts is different from a guest who has influence
• Nobody wakes up in the morning and wonders what their favorite theme parks are posting online
• The best social media strategy is when you identify a core group of guests that you can personalize your message for