Frog Blog

Strategic Marketing 3 of 3: Social Media Development

Social Media Development

Social media has provided a new way to reach potential customers. Social media adds the dimension of interactivity that was absent from print media. While the opportunity to reach consumers in a new fashion is exciting; new challenges are present. The challenge in capturing consumer attention rests in rising above the constant bombardment of online ad campaigns. These campaigns pop-up on the computer screen-completely cover the text you were reading and force you close the ad in occasional annoyance. These ads have the propensity to fail because they thrust themselves upon the viewer and what remains is a bad taste in the consumers mind due to the time wasted trying to get rid of the ad and get back to the actual web page

Facebook, Twitter, etc. offer another opportunity to contact new groups of people. Posting a special and hoping new customers will flock to your restaurant is a passive game of chance. The customer may see the special and move on to another task. Adding interactivity to your social media contact has the potential to move your business name from a consumer’s short term memory into long term memory. Ways to add interactivity to your social media is the use of contests and polls. The contests needs to be a little more sophisticated than having the first ten responders win. A effective poll question should stimulate an internal weighing of values that relate to your concept.

The contest question needs to have your concept embedded in the wording. It’s essential that prize offered reflects your business. For example a BBQ restaurant could ask a question about the history of BBQ in their city. The prize could simply be a gift pack of BBQ rubs and sauces from that restaurant. The question plants the seed about BBQ in the participants mind; the prize reinforces your brand in the customer’s thoughts. Additionally, the prize serves as a reminder to the customer that the restaurants BBQ rubs and sauces are great, but visiting the restaurant is the only way to enjoy their slow smoked ribs and brisket.

Services that pinpoint a location and post that information to one’s social media profile can provide two sources of advertisement. A local deli in Kansas City offers a free drink when you check-in at their deli with Foursquare. The check-in merely states a person is at a particular location and adds that information to a Facebook, Twitter profile or both. The Foursquare check-in is a virtual reusable coupon that builds brand loyalty. Additionally a Foursquare check-in, posted to a social media profile can serve as personal recommendation of the restaurant. Viewing a friend’s regular check-in at a restaurant may infer that the restaurant offers a positive experience that your friend chooses to repeat.

Interactivity in social media boils down to planting a seed in your customers mind. Once that seed is planted, regular water, nutrients and sunlight in the form of contest, polls etc. will allow that seed to grow and take root. Your concept taking root in one’s mind is what separates effective social media from a benign, bland posting of a limited sale. When your concept has taken root in your customer’s mind, you have built a business relationship with them. With that business relationship in place, continue to nurture your customers--call them by name, send them personal messages and answer their questions.

If you have any questions please don’t hesitate to contact us and stay tuned to for our next Frog Blog.

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