Staff as Stars
The Secret to Social Media Engagement
Owner of Planet Novak & The Novak Network
If you’ve been following my adventures for a while, you know I’m a self-professed social media nut. Whether I’m documenting a road trip or promoting a new attraction, I’m constantly posting, sharing, and engaging. I’ve even earned the nickname “The Face of the Industry” along the way. I wear this title with pride because I believe that in our business, being present and visible is the first step toward success.
But when I talk to operators across the country, I hear the same struggle again and again: “Clint, I just don’t know what to post today.”
Too many FEC owners treat their social media like a digital billboard. They post the daily specials, push a “Book Now” link, and then wonder why they’re getting zero engagement. The reality is simple: social media is about building relationships first and selling second. If you aren’t engaging your fans with fun, authentic content, the algorithm will bury your promotional posts before anyone ever sees them.
Our Philosophy: Staff as Stars
At Planet Novak, we have a simple policy: our staff are the stars of the show. We post on Facebook, Instagram and TikTok, but the content that drives our growth isn’t a corporate graphic, it’s our team.
I know what you’re thinking: “My staff is camera-shy.” I’ve been there. The secret is to stop hiring “influencers” and start empowering your own people. I spent the first few months filming content with them myself, showing them the ropes and letting them see how much fun it is. Once they realized they had the creative freedom to run with it, they took over.
We have one Golden Rule, though: You never make fun of the guests. There are plenty of mean-spirited trends out there, but we don’t touch them. You can be funny without being cruel. Some of our best-performing videos have been co-owner Nate falling while roller skating or our team winning real tacos out of a claw machine. These videos are fun, they’re relatable and they build trust.
The Algorithm Balancing Act
You have to feed the algorithm if you want it to work for you. Think of it as a funnel: You need to keep that funnel wide with fun, engaging content before you ever push the “Book Now” CTA.
We try to do everything we can to engage, even on a promo post, but you should definitely have more fun posts than promotional posts. If your feed is nothing but “Come buy this party package,” you’ve already lost the battle. Engagement – comments, shares and likes – is the currency that tells the algorithm your account is worth following.
The “What to Post Today” Cure
If you’re stuck, stop looking for “professional” content. You don’t need fancy equipment. Shoot everything on your phone. Here are three evergreen categories to keep in your back pocket:
1. Human Interest: Feature your high-performing employees. It builds culture, makes your team feel valued and shows your customers that you have a professional, happy staff.
2. Gamification and Contests: Do a “Guess How Many” jar game or hide play cards around your facility or local mall and show people where you put them. It gets people talking and interacting with your brand.
3. Dynamic Product Features: If you have a new café item, don’t just post a photo of it. Get a staff member to eat it on camera. Add the “unboxing” or “candy tasting” element. Trick shots, unboxing videos and candid staff reactions are the gold standard of social media.
The Fall Pivot
August is the perfect time to shift gears. We’re moving out of the “Summer Fun” phase and into the “Book With Us” season. As the school year approaches, use your social channels to tease those upcoming signature events and holiday party packages.
I want to issue a challenge to every operator reading this: film one “staff-star” video this week. Don’t worry about being perfect. Just be authentic. Show your guests who you are, give them a reason to laugh and watch the engagement – and your bookings – follow. Let’s get to work!
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Clint Novak is the co-owner of Planet Novak and the founder of Novak Amusement Solutions and the Novak Network. He provides a bridge between high-level strategy and boots-on-the-ground reality for FEC operators. Visit him online at www.novakamusementsolutions.com or email [email protected].