Poor Use of Social Media by T in the Park

T in the Park


As someone who likes most types of music (but not mud), I was looking forward to catching up on this year’s T in the Park (TITP) experience using the Festival’s various social media channels. Yesterday’s post reported that the TITP ‘Live Hub’ site had a number of interesting features designed to enhance the customer experience (those attending and those not), encouraging user generated content and fan engagement.

Thumbs DownHaving looked at these channels Saturday morning, there is a real danger of TITP becoming yet another example of a large organisation who doesn’t really ‘get it’. Guys – it is not the setting up of social media channels that makes you ‘cool and funky’. That is the easy part. What is much more important is the quality of the content posted and the efforts made to engage with your audience, to encourage two way dialogue and interaction. Sorry, but on both accounts, I would give you 2 out of 10 and a Report Card that reads ‘must do a lot better’.

Looking at the Festival Facebook page, there is almost no attempt made to interact with the community. Yesterday, the first full day of the Festival, there were just ten or so Official TITP posts on the FB page. Most of these were images of the stage or ‘ordering’ people to get to over to the Sun Signing tent NOW to meet the stars. Almost all of the ‘fan’ posts were people looking for tickets or transport to the Festival. Very little attempt was made to encourage interaction.

There was a very important post on the page – a warning from Tayside Police about the risks involved in taking drugs, especially ecstacy. This received 127 ‘likes’ and over 180 comments. As far as I can see, neither the police nor Festival Organisers participated in this discussion. If we want to get across an anti-drugs message, we should be talking with our young people NOT AT THEM.

As far as the Festival’s other social media channels are concerned, I wouldn’t even bother checking these out yourself. Just 11 tweets were posted yesterday on the Twitter account. They were almost exactly the same as the posts on the Facebook page and added no value at all. Most tweets were aimed at driving traffic to the main web site or FB page – no interaction, no engagement, no dialogue! A lost opportunity.

The View

The View

The biggest disappointment for me this morning was the Youtube Channel. I was expecting to see some good videos of acts performing on the opening day. There is one video showing people arriving through the gates and a couple of others posted up prior to the start of the Festival. The Video Blog comes nowhere near achieving its stated aim of showing ‘what the festival is like from a campers point of view’. Time will tell whether the ‘mission critical’ iphone app with the ‘tent finder’ function actually worked after too much T in the Park.

Guys – don’t ‘Just Do It’; do it properly. Be social before doing social!

As usual, comments and feedback are very welcome. Is this yet another example of a high profile organisation ‘playing with social media’ or am I being over critical?

Take care.

Jim H

This entry was posted in Energise, Social Media in practice and tagged , . Bookmark the permalink.

3 Responses to Poor Use of Social Media by T in the Park

  1. Noticed that the Youtube channel has just been updated (11am Saturday morning). But as U2 would say, its still not what i’m looking for 🙂

    It will be very interesting to see how the TITP social media channels develop over the next few days and what the final Report Card will be.

    Jim H

  2. Sunday evening 7.40pm and still no improvement in the social media offering of T in the Park. The few posts on Facebook and Twitter are basically the same – add no value and very little attempt made to engage and interact. Most recent post on both is a sales message re tickets for TITP 2012 – SHAME ON YOU. There are a grand total of 11 subscribers to the TITP Youtube Channel – says it all i think.

    Very poor use of social media throughout the 3 day event – very poor.

    Jim H

  3. Pingback: Most Viewed Posts (July 18th) | Energise 2-0 Social Media

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