Luminar trains staff in social media to promote clubs


liquid envy twitterThe Luminar Group, which operates 55 nightclubs around the UK, has completed its first training programme to help staff use social media to promote their venues.

The first three people to graduate from the company’s Social Media Academy are Charlotte Felton, deputy manager of Liquid & Envy in Oldham, Lynsey McCathie, a club administrator from the Cav in Edinburgh, and Ben Adams, a DJ from Liquid & Envy in Basildon.

The customised online programme has been developed in conjunction with Factory Social, the official social media partner of Team GB for the London 2012 games. It covers all elements of the social media mix from Facebook and Twitter to YouTube and Pinterest. To further drive engagement, the e-learning resource also includes written, video and audio content.

The Luminar Group’s head of customer engagement Carl Sautereau said: “We wanted to help our people to really understand how the social sphere works and how they can make the most of it to keep our brands current.

“Social media is everything to our customers. It’s integral to the way they live their lives and communicate with each other and our teams have to embrace it.

“We now have some great advocates for the Social Media Academy that can help to drive consistent standards across our estate.”

The new e-learning resource is primarily aimed at members of staff who are responsible for managing their club’s online presence. However, the company has also given access to all staff, including DJs and security teams, so that people at every level are aware of how to use this powerful marketing tool.

After completing the training, Charlotte from Liquid & Envy in Oldham said: “It’s a brilliant tool for everyone in the club as it means they can learn and develop at their own pace.

“It’s a great development platform and has really expanded my knowledge and understanding of how to use social media to engage with our customers.

“I’m now much more confident using platforms such as Facebook and Pinterest to promote what’s going on and to drive meaningful conversations with our target audiences that give us a competitive edge.”

Luminar plans to extend its Social Academy to keep up with emerging social media trends including a focus on platforms such as Google+ and blog writing. The company is also looking to secure external accreditation for the course.

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