"There’s a lot of conversation about the ROI of social media and confusion about how to explain its importance to executive leaders. Need help? Here’s some data behind how social media drives attendance to visitor-serving organizations (zoos, aquariums, museums, botanic gardens, theaters, etc). The research provided here is courtesy of IMPACTS.
It’s as easy as 1-2-3 (or, rather, the transitive property in mathematics):
1. Reputation is a major motivator of intent to visit
2. Social media drives reputation
3. Thus, social media is a driver of visitation"
Via Antenna International