 The introduction of the Internet and advent of eCommerce has allowed companies of all sizes to reach a wider audience. Recently, social media has opened up even greater opportunities to strengthen relationships and encourage repeat business in a more personal atmosphere.
“Social media sites like Twitter™ and Facebook® allow business owners to interact personally with customers and potential customers on a continuous basis,” said Scott Sanfilippo, eCommerce veteran and co-founder of Solid Cactus, a local web development and internet marketing firm.
Not only is social media cost effective (It’s virtually free.), it’s also where the customers are. Facebook presently has 400 million active users and Twitter receives more than 50 million updates per day. And, those who believe social media is just for kids will find comfort in knowing the fastest-growing segment of people using social media is over age 25. In fact, according to iStrategyLabs, 30% of Facebook users are over 35 years old and the fastest-growing segment was those over 55.
Sites like Facebook and Twitter (and formerly myspace™) allow people to stay in touch or reconnect, but recently the mediums have also become a viable platform for marketing and public relations. Research from the University of Maryland’s Smith School of Business reveals that one in five small businesses are utilizing social media.
Social media differs from traditional marketing efforts because it is a two-way communication channel. Traditional advertising like commercials, print ads, and billboards are one-way and are often measured more quantitatively. Even traditional public relations efforts result in a number of media hits. However, social media is more qualitative. In the past, the number of Facebook fans or Twitter followers said a lot. Now, that number is considered arbitrary and instead the emphasis is on the quality of followers.
Flaherty’s Eating and Drinking Establishment, in Edwardsville, is one local business that has seen a significant increase in activity–– and sales–– due to its Facebook page. Nancy Turner, marketing manager for the pub/restaurant, talked her boss into getting on board last year.
“Jerry (Flaherty) doesn’t use a computer. I explained how it worked… I basically explained that it was free and he had nothing to lose,” she said, also volunteering herself to run the social media show. “I help him with his marketing, ads, menus, and such, and since I work there, I’m familiar with what’s going on, with the crowd and their interests.”
It’s the understanding of the customers that perhaps makes Flaherty’s page so successful. Turner updates the site at least once per day, usually two. In the morning, she’ll post the dinner specials for the evening so people can get a jumpstart on planning their days. She also updates at night to cater to “fans” who are only online then. Between official updates, the Flaherty’s page is a hub of activity. As if she is the bartender shooting the breeze with patrons, she interacts with fans on the page, posting birthday wishes, thoughts to those mourning loved ones, talk about sports or politics, and sometimes throws in jokes. Sometimes, to gauge the draw of her Facebook fans, she’ll post Facebook-only food specials.
“I also take reservations (on the page). In the past two months, I don’t think a weekend night has gone by without our ‘big table’ being reserved. The customers are starting to use our page to plan their Saturday nights,” she said.
Facebook has been a complete success story for Flaherty’s. Not only has it been a fun way to interact with customers and an effective way to generate buzz, but it has also had a direct impact on business. She says, while not sharing a number, there has been a nice percentage increase in sales.
“Once I got the page up and running, within a week people starting telling Jerry they saw him on Facebook,” she said. “Now, he hears about the page every single day from regular customers and strangers. One year later, he knows it’s a huge part of his advertising and business plan.”
Earth and wears, a boutique of “handmade lovelies”, in Dallas, has been on Facebook for about a year as well, although it began using it consistently after the holiday season.
“When I create a new piece of jewelry or pottery or one of the artisans whose work I carry brings in something new, I post a pic,” said Owner Lyn Carey. “Initially, I was unsure about taking and posting pics, but as the positive comments rolled, I became encouraged. The results have become quite satisfying and gratifying.”
Like Turner, Carey is hearing about the page from friends. Recently, she returned from her pottery studio with hundreds of stones, fresh from the kiln. She posted some pictures and immediately was contacted by two Facebook friends–– one wanted a piece of jewelry made from a specific stone and the other wanted to buy the stones separately to make her own piece.
“I’ve definitely seen positive results from Facebook in both building relationships and sales,” said Carey.
Earth and wears also promotes upcoming craft shows and its Etsy store, an eCommerce site where crafters can sell their handmade items.
And, aside from promotions and getting new customers, Flaherty’s has utilized its Facebook page for community service. Turner was helping her friend look for a cool “vehicle” for her physically disabled, seven-year-old son so he could play with his friends. After they had no luck, she decided to ask the community.
“I posted to Flaherty’s Facebook page, just briefly describing about hands and knees and asked if anyone had McGuyver skills to modify something for him,” she said.
Turner said she received many responses but none that would work. Finally, a fan and employee at Pride Mobility, a local manufacturer of motor scooters, saw the post and shared it with her company’s marketing team.
“Long story short, on Christmas Eve, Pride delivered- to Maryland- a customized motorized scooter with flames and a sissy bar. He told his mom that, ‘his life is changed now, forever,’” said Turner. “All thanks to Facebook.”
While many online retailers push social media as a way to stay in touch and get news of deals, Sanfilippo says you don’t have to sell online in order to have a social media presence.
“Small businesses of all kinds, online and off, can utilize social media. It can bring you new customers and give your current customers a new outlet to share stories, provide feedback, and ask questions,” he said.
Aside from Facebook, which seems to be the most commonly used site among small businesses, Twitter offers a real value, too. Use Twitter to send shorter messages that can drive traffic to your Facebook page, website, blog, or just promote your location in general. YouTube™ can be used to share videos, such as demonstrations, reviews, how-tos, news clips, and more. Finally, LinkedIn–– a more professional B2B network–– offers business owners a way to network within their own industries.
An obstacle often heard is, “I don’t have the time.” Turner spends less than 10 minutes per day on the page and maybe a bit longer on weekends accepting requests, searching for new friends, and reading some posts.
“The Status Update is the most important part of the day. Front-of-Brain Marketing. It doesn’t get any better than that,” said Turner. |
