1. Web Presence and Social Marketing
Alicia Davis for Intro to Communications Dr. Ted Gournelos

2. Background
Both are world-renowned theme parks in the Central Florida area.
Both have heavy social media presence.
Focus on Facebook for both as well as the websites.

3. Literature Review What makes for successful social media marketing?
-Packer 2010: Know your customers and what they value. Integrate social media with webpage
-Vries, Gensler and Leeflang 2012: Most successful posts are video and contests
- Schulze, Schöler and Skiera 2014: Posts with incentives that are shared through friends.

4. Literature Review Is Symmetrial PR Ethical?
- Huang 2004: Yes, as long as it is truly two-way.
-Roper 2009: Yes, if it is practiced correctly.
Why should social marketing & PR be used?
-Papasolomou and Melanthiou 2012: Two way brand relationship. Raises awareness and gives customers a reason to buy.
-Macnamara 2010: True two way communication. Can increase participation. Different expecations to interact.

5. Method Calculating average posts per day on Facebook from 4/1-4/8.
Tallying types of each post each organization uses per week.
Comparing shares, likes and comments for types of posts.
Comparing usefulness and ease of webpages.

6. Results
During the week of 4/1-4/8 WDW posted over 2x more than Universal Orlando.
Universal Orlando Resort has 1,260,106 likes while Walt Disney World has 14,398,537
Videos have more shares and likes than pictures.
Websites focus is on guests purchasing.
Both have changing events/highlights on homepage.

7. May vary based on events held.
Discussion
Both are very similar with approaches to web presence and social marketing.
May vary based on events held.
Need to go more in depth into quantitative and qualitative research.