The Rise and Rise of Social Media Editor's Note
of conversations and all relevant for the time or the moment. But what do we really know about social media, what does it really mean, and worst of all how the hell do we engage with it meaningfully? I, for one, truly do understand the importance of these platforms. Sure it helps that I have a surrounding team that love and embrace the challenge of getting relevant daily content on to all of the social media avenues we choose to have dialogue through, though I do also drop in regularly to field comments. As a newbie, how does one decide what is relevant, which platforms will achieve outcomes and drive the brand and sales as opposed to simply wasting time and money, which any small business can ill afford? Take the example of a small licensed cafe in a provincial
S
town – what can they perhaps do to drive trade via these social media platforms? Firstly, they possibly will not be collecting customer data information (emails and cellphone numbers) – a non-negotiable in these times as the content of these forms the basis of your social media platforms. These are the people who want to engage with you, so by gathering their details you can start to have ongoing conversations en masse. Consider a text data base, just
as we see most of the hairdressing fraternity use, to let customers know what exciting things you are serving
each day. Apparently, according to consumer statistics most people don't know what they are having for dinner by 3.00 p.m. each day, so just by sending a text or email
at the right time you could capture your market as the hunger pangs are setting in. This is social media at its simplest and is a must to drive the bottom line. This information can also be tweeted!
"Your steak will be done to
perfection and tonight comes with a pepper or blue cheese sauce. See you soon, the red wine's breathing!"
6 | www.hermagazine.co.nz
ocial media … I can hear so many of you thinking that this word resonates with you just like 'sustainable practice' or 'liquefaction' (in case of the Christchurch dweller) ... as over-used terms thrown into all sorts
And that messaging means a lot of new customers will potentially be engaged as followers and introduced to the business and its menu. And let's not overlook the power of the re-tweet. And all this comes at no cost to the business … perfect! Then there's Facebook – another useful way to engage many
existing and potential diners. The capability to post pictures of menu items and events, feedback from customers and written menu offerings as well as any enticing specials is invaluable. One shining example is the famous American brand, Sprinkles Cup Cakes. There's a power of fun in a cup cake and this brand has mastered the art of the short and sweet post …you can share the love on their Facebook site www.facebook.com/ sprinkles. And let's take this one step further and take some
