For this blog post, I am critiquing the use of social media between two different organizations. I chose to explore the social media cites of two of my favorite rodeos, which happen to be two of the largest and most widely known among professional cowboys. The two I chose were my hometown rodeo, Cheyenne Frontier Days (CFD) and the Pendleton Round Up in Pendleton, Oregon.
I chose to compare these two as over the last few years, it seems to come down to these particular rodeos competing for the Large Outdoor Rodeo of the Year title. While this is voted on by the cowboys, it can be used as a major marketing tool for the events and sparking an interest in the public to attract more and more people to these rodeos each and every year. I have seen both of them first hand and while they are different in almost every single way, they have the same ultimate goal.
I found both organizations on every single type of media with the exception of snapchat. I think that because these events really only happen once a year for just a number of days, if they do have a snapchat, it is used specifically during that time to showcase different events in a different light.
I will begin with Facebook.
While I think that posting often is key, I think keeping in mind that the posts need to be relevant is imperative. Both posted often, nearly everyday and multiple times a day. I thought that the content on the Pendleton Round Up’s Facebook was a bit more relevant to current times. On the other hand, Frontier Days posted a lot more memes as opposed to current things happening with other things associated with CFD. Frontier Days did have a significantly higher number of “likes” on Facebook though, and you could see this reflected on the number of likes their individual posts received.
On Instagram, it seemed to be the same story. Frontier Days easily had more followers and their posts were more geared at humor and keeping a crowd engaged while the Round Up’s instagram was detail oriented in what was happening around them and their organization as a whole such as what was happening in their gift shop including new arrivals and give away’s. Knowing well that Frontier Days has a gift store, I was curious. It turns out that the CFD Gift Store social media outlets are run completely separately. I see the benefits of both sides, however, overall as an organization, I see the benefits from the store being posted directly to the Round Up’s social media regarding how many views they are likely getting based on the number of likes on those posts as opposed to the ones on the separate page that Frontier Day’s has.
While Facebook and Instagram were very active cites for both organizations, I was a little disappointed with their twitter accounts. Not knowing near as much about twitter as I do not spend a lot of time on it, their posts seem to be less personal to their respective organizations. Particularly on the Frontier Day’s twitter, there were several “retweets” most recently about the ACM’s. I see the advantage of this because they were retweeting the artists that will be in Cheyenne, this summer, I only knew this because I am very close to that organization. I think it would be harder for the outside public to make that connection. As for the Round Up, they just released the artist that will be at their big show on Friday. A vast majority of their recent tweets have been geared at the public encouraging them to guess who the act would be and on Friday, they announced it and have begun promoting it along with other events surrounding the Round Up itself.
This far, both organizations were both active on all cites until I began searching Pinterest. Frontier Days displayed a decently active page while the Round Up did not have a page. I am not as active on Pinterest, but did enjoy looking through the boards that Frontier Day’s had posted. According to the statistic on the top of the page, they receive over eight thousand views per month, which I thought was impressive.
Both organization had a LinkedIn profile, which I was shocked at. With this however, neither had been updated in a very long time. There was a fact error with the name of a particular area of Frontier Day’s. It was right at one time, but is not anymore as the name changed at least four years ago. The Round Up’s LinkedIn profile had nothing to show other than the fact that it was a company/organization at the top. I understand that the point of a LinkedIn is a bit different in comparison to other cites, however, particularly in the case of Frontier Days, if there is going to be a profile it needs to be updated regularly. With that, I also saw on other outlets that they are looking for two interns for the summer and I think that in order to maximize their opportunity to get the most qualified candidates, LinkedIn could be used in a much more effective manner to do so.
Across the board, I think their messages were clear. I think the brand management was definitely evident and used effectively in most instances. I think the message was a bit more consistent on the Round Up’s cites and more relevant specifically to what their purpose was. I think that all forms of social media used by Frontier Days were used effectively in relating to people outside of them and were used well to reach a far and distant crowd. Both used social media as marketing tools and that was clear in what they were posting as far as content and how frequently they had new posts.
Cheyenne Frontier Days:
I think that their way of getting the attention of their audience was very effective. I think using relate-able memes to everyday life, but with picutres of rodeo events is a good way to enter the grey area between those involved in rodeo and those who are just spectators.
I think the frequency of their posts is spot on. With the event only being help for 10 days out of the year, the way to keep the crowd engaged through other outlets and keep people thinking about the event is crucial.
I loved that they were involved in all kinds of social media, not just one in particular. While they were easily more active on certain cites, I think the variety of pages makes them more reachable and aides in being more widely recognized.
What I might change
I enjoyed all of their posts and their focus on humor, however, I think that including all entities of CFD on their main page would benefit not only them but the other parts that help make CFD what it is.
I would like to see what the committee and the queens do year round, rather than just during the show. While the rodeo is just 10 days out of the year, those volunteers work tirelessly year round to make this even what it is and I believe the recognition would benefit both ways. It would highlight those putting in the work and let others that follow know that there is more to it than just the 10 days.
When doing extensive research, I found that their posts have recently become more frequent. Prior to now, it was not near as often. I would keep up the frequency of posts to keep users that “like” the page involved and informed.
Pentleton Round Up
I loved that they included all parts of their organization on their pages. It was not just geared solely towards one thing and I think that really showed their ability to be unified.
I thought their content was very good and their posts were very effective in what each were accomplishing individually.
Having watched them on social media for a while, I love their way of being interactive through social media in doing giveaways during other events via their social media accounts, specifically instagram.
What I might change
The Round Up has significantly less followers than does Cheyenne Frontier Days. I would work on posts to catch the eye of an average person scrolling the internet to better connect and relate to them to build up the number of eyes seeing those posts.
While their messages were clear and concise, I think they could be a bit more marketable by wording things a little differently and really focusing on the target customer who would be reading the posts.
While they are very active on Facebook and Instagram, the other social media outlets are lacking a bit of attention. I am a firm believer that if you are going to have a cite, keeping it current is imperative.