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Chapel Hill Bars and Social Media. Exploring student attitudes and differentiating followers. April 16, 2012 Gregory Barnes | Samuel Chapman| Mohammed Dabbagh| Elena Sanchez| Jordan Sutton. It’s easy to get lost in a big crowd…. Downtown Chapel Hill Bars. Then…. Now…. Secondary Research.

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Chapel Hill Bars and

Social Media

Exploring student attitudes and differentiating followers

April 16, 2012

Gregory Barnes | Samuel Chapman| Mohammed Dabbagh| Elena Sanchez| Jordan Sutton




Then…

Now…


Secondary Research

82%

“Let’s go to the cheaper bar.”

90%

“We should get specials every time we go out.”


Research Questions

Q1: What factors differentiate people that choose to follow bars in the Chapel Hill area on social media against those who do not?

Q2: What influences or would influence UNC-Chapel Hill students' decisions to follow bars on social media?

Q3: Is there a difference in bar-going behavior between people who engage more heavily in social media compared to those who are less engaged?


Survey Administration

Sample: 107 UNC Chapel Hill Students

-students who go to bars

-students who use social media

Means of administration: e-mail and Facebook



Survey Questions: Separating

Filter Question: Do you follow any bars in the downtown Chapel Hill area on social media?

For future bar recommendations: What would give you a reason to follow bars on social media? Check all that apply.

Looking for the ‘Why’: What reasons influenced your decision to follow a bar (or bars) on social media? Check all that apply.


Survey Questions: Checks and Rankings


Findings

Do you follow bars in the downtown Chapel Hill area on social media?

Facebook usage

Twitter usage

No relationship between the usage of social media and whether or not the individual followed a bar on social media



Findings

Who follows bars on social media?

P

E

R

C

E

N

TAGE

Of 105 respondents, 68 were female and 37 were male. Out of all the females, 41 percent said they followed at least one Chapel Hill area bar on social media compared to 24 percent of male respondents.


Comparing Social Media Usage Frequency and Bar-going Frequency

P

E

R

C

E

N

TAGE

Avg. # of bar visits per month

Facebook Usage


Comparing Social Media Usage Frequency and Bar-going Frequency

P

E

R

C

E

N

TAGE

Avg. # of bar visits per month

Twitter Usage


Conclusions/Implications Frequency

  • Relevant Content

    • Know your audience

    • Know what content they want

  • College students want discounts

  • Avoid excessive or irrelevant posting

    • 78 percent of non-followers of a Chapel Hill bar said their main reason for not following a bar was because they did not want their newsfeed clogged.


Conclusions/ Implications Frequency

  • Consider gender findings when implementing social media campaigns

  • A higher proportion of females followed at least one bar on social media


Conclusions/ Implications Frequency

  • Leverage and expand relationships with frequent bar goers


Conclusions/ Implications Frequency

  • Recognize the power and potential of social media

  • Students that frequent bars also frequent social media


Thank you! Frequency


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