CA

Social Media for Local Business: Part II B

We move from Twitter to Facebook.

Facebook: not just for college students to detail their X-rated weekends

For me, Facebook started as a purely personal platform. The University of Minnesota in the Twin Cities was one of the first colleges to have it. I have used the platform since the beginning. My reasons for utilizing it have shifted from: On-campus networking and party pictures to staying in touch with people from back home to business networking and ultimately showcasing me as a professional with a “personal” twist. It’s that last part where I feel Local Business can capitalize with Facebook. And here are some things on Facebook:

Interact with Prospective Clients/Customers.
If you know who these people might be, see if they are on Facebook and interact with them. Don’t sell, interact.
But are they on Facebook?
Searches can be your best friend. Try it. (One word of caution, though, don’t “spam add” people. Facebook only allows you to add a certain amount of people at a time before they flag you for “abusive behavior.” Remain cognizant of this, or you may be in jeopardy of losing your privileges.
Be the Expert.
So now you are starting to find people. And people are finding you. Showcase your “stuff.” Have you written Industry-related articles? How about taken pictures at the last Industry-conference? Or maybe your company has been featured as the best Local Steakhouse for the past 5 years? Showcase it. Tell what you know; show what you’ve got!
Create a Facebook Contest
If you have a Facebook Page, promote a Facebook-only contest. Try inviting people to comment on something on your page. In order for them to do this, they must “like” your page. For example, maybe you say that the first 15 people to write their favorite side dish with steak on your wall gets a free appetizer for their next meal at your Steakhouse.
Share some “Personality.”
Sometimes, it’s okay to find something you think is important, interesting or just plain “newsworthy” and post to your page. People like interesting things. And people also like to see a “personality” outside of industry news, rants and raves.
Event Promotion
Create and promote an event you have going. Facebook is a great tool to create, invite and manage a guest list. It also has viral power. If you are the Local Steakhouse and you created an event to which Mr. Smith is attending, then it will show up on Mr. Smith’s page that he is attending your event. Perhaps, then, Mr. Zillow will see that Mr. Smith is attending, click on the event and say, “Wow – I’d like to attend, too.”
Google “Likes” Facebook
I recently attended a Webinar on SEO. They said that the way things are going, search engines are going to “like” companies the most who have followings on the various social media sites. If you were to Google, “Forbes Mill Steakhouse,” you will get this. 9th down is their Facebook Page. If they had more “likes” (currently they are at 253) would the Facebook listing be further up? I guess time will tell. The bottom line is, Google “Likes” Facebook.
Selling is for “Special” Occasions.
Again, just as I said about Twitter, only “sell” sometimes. Perhaps you have a great promotion going on or a new product that just came out. But do not blast your “hard-sell pitch” on Facebook. This is especially true with Local Business Social Media (I think) because the power of one person leaving your page or not engaging with you via your page is just that – “the power of one person.”
Get on the Microphone and Announce to the World You are on Facebook.
Ok, not literally. But with Local Business, oftentimes you will need to let your clients, customers and (prospective) clients and customers know you are there. Since many Local Businesses are just starting to adopt Social Media as a Marketing vehicle, most people don’t know which ones are or are not participating. So let them know! If you are the Local Steakhouse, maybe you have a “like us on facebook” printed out with your receipts. Or perhaps you get a window decal (like the Yelp ones) that say, “Like us on Facebook.“ It’s not as important what you choose, but that you choose something. Don’t assume people “just know!”

And again with Facebook, showing up consistently is key! You will never develop a rapport or following on Facebook with the Local Community if you are not there consistently sharing, connecting and just “being.” There are so many tips, tricks and tools when it comes to Facebook. There are ways to customize almost anything you have to offer or want to showcase! The sky is the limit, and typically with Facebook you will get out of it what you put into it. So what will you put into your Facebook strategy today?

Questions? Need more information or want to work with me? Contact me! At the very least…let’s be Facebook Friends!

Social Media for Local Business: Part II A

So we know why. But now we must learn some of the “how.”

What is one of the biggest differentiators (at least in the beginning) of Social Media for Local Business vs. Social Media for a large brand/national company? That’s right – Recognition! The *big* players have nearly instant recognition on their side. Many people automatically will want to “like” them on Facebook, on association and principle alone. But everyone, national business and local business alike, needs to remember one simple thought: Do what you can with what you have!

You will notice the title of this post includes a “Part II A.” Part II includes several Letters. Why? Because there are hundreds of Social Media sites that Local Business can take advantage of. Clearly I’m not going to dive into all of them. But I do want to take the time to dive into some of them.

You might have assumed I’d start with Facebook, since that’s still the “powerhouse” and most common platform for Local Business. But I’m not. I’m starting with Twitter. I know you are probably most frightened still by this one.

One piece of advice to kick this off, go out and get yourself Hollis Thomases’ book, “Twitter Marketing: An Hour a Day.” I bought the book just recently. I learned so many new things, but it would have done even more wonders for me had I picked it up from the beginning!

So, Twitter: not a nasty 7-letter word

The very basics:
@xyz = saying something to someone, everyone in your network – people that follow you will see it
d @xyz = sends the person a direct message – which they can only receive if they are following you
RT @xyz = retweets something the particular person has already said – goes to your entire network
#hashtag = a trending topic – an index of finding everyone talking about that topic

Don’t spam.
Don’t go on Twitter expecting to “sell, sell, sell.” As a matter of fact, until people like and trust you, I recommend not selling at all.
Show up to Participate. And Add Value.
Participate in the conversation happening. Engage with people. Show your personality, without talking about yourself or your business in every tweet. Say you are a Local Fitness Club. For every one tweet you put out that makes “noise,” (ie. I’m listening to my iPod and wondering what workout to do at the gym tonight) you should put out 3-5 “added-value” tweets (ie. Great article on the best fitness routines for summer). See the difference? People care less about you and more about WIIFM (What’s In It For Me.)
140 characters. Wait, maybe just 125 characters.
You are allowed 140 characters per “tweet.” But if you want to be retweeted, try to fall under that so there is enough room left for added commentary by the “retweet-er.”
Shorten that Link.
When you want to include a link into your Tweet, make sure to use a URL-shortening service. You have many to choose from. Here are just a few: tinyurl.com, zi.ma, bit.ly and budurl. Not only, will they reduce the overall characters used, but they also provide you with a platform to track how many people click on the links you have provided!
Find Locals Talking about things Relevant to You and Your Business
Didn’t think this was possible? It is! One of my most favorite tools to use is socialoomph.com. You can actually track anything on Twitter you want. For example, for my clients, I always set up certain keywords that happen within a certain distance. I have them sent to me 2 times/day so I always know what’s going on. It is a great lead-generation tool, among many, many other things.
Don’t Underestimate the Power of Twitter Advanced Search
Local Business will always benefit from the standard Twitter Advanced Search. Just a couple of minutes navigating through it will show you all the capabilities.

Twitter is not scary. Twitter is not useless. I have skimmed over very, very basic Twitter applications and “tips.” There are thousands of tools out there to help you get the most out of your Twitter strategy.

Of all the tools, tips and tricks, nothing compares to the fact that in order for it to work, Local Business must show up and they must actively engage. People like to share and talk on Twitter. They don’t like to be sold to, and they are definitely turned off by the classless “salesman” pitch. Keeping your Local Business “voice” authentic and consistent on Twitter can do wonders for your business. Just give it a little time, patience and personality!

Social Media for Local Business: Part II B

Social Media for Local Business: Part II A

Primary Sidebar Widget Area