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How many cars has Carmax sold this week compared to the same week last year?

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Flagging social engagement could spell trouble for Six Flags

3 months ago by Jon Marino in

Six Flags ($NYSE:SIX) isn't exactly feeling the love this summer. Neither are investors; the stock is down about 25% in 2019, and earnings are on the way July 24, giving the company a chance to change the story this year. 

At summertime, there's no place to be like Six Flags. Or - much like Action Park - that used to be the case, at least. Consumers are actively disengaging with the brand on Facebook ($NASDAQ:FB), meaning that its Facebook page has fewer likes today than it did a year ago. Thinknum can gather this data via public facing Facebook pages and through Facebook's public API.

Then, there's also Six Flags' Facebook Talking About Count - how often people engage with a brand or discuss it on social media. 

If a person goes to the dentist, or the supermarket, we're not going to commemorate it with a social media posting, in all likelihood. But rollercoasters? That, should be a different story. And, that's why the lack of online chatter around Six Flags is particularly worrisome. 

Finally - the company's Twitter ($NYSE:TWTR) Follower Count. It isn't down - but it sure isn't great, either. Social traffic for Six Flags may be plateauing - even beginning to drop - but as long as the company can pack more guests into its action-filled parks, lacking a few selfies won't stand between it and profitability. Earnings are coming Wednesday July 24 before the market open, and analysts tracked by Zacks Investment Research are expecting an even $1 EPS for the entertainment parks operator.  What could give shareholders a bit of optimism is the company's job posting history (not shown) which reflects a small increase year-over-year at Six Flags. 

About the Data: 

Thinknum tracks companies using information they post online - jobs, social and web traffic, product sales and app ratings - and creates data sets that measure factors like hiring, revenue and foot traffic. Data sets may not be fully comprehensive (they only account for what is available on the web), but they can be used to gauge performance factors like staffing and sales. 

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Jon Marino

Jon Marino is Thinknum's finance editor, covering the impacts of alternative data on public companies and investors. Prior to joining Thinknum, Jon worked in the ...

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