All the different social media sites can
be daunting places to be when you’re in business, however when used right it
can generate great outcomes. Most businesses struggle to use it to their
benefit as they base all their posts on products that they sell and very little
focus on customer’s needs outside the scope of what they want the customer to
buy. It’s a voice not just for your business and products, but also for your
customers and community. In the wonderful world called social media, on the
different platforms and the endless stream of social sites bidding for your
attention to join and partake in a sometimes addictive environment where you
can tell everybody about everything and have nothing to show for your efforts
and nobody interacting with you, it can be hard to get excited. However the
opposite is also true. You can talk to an engaged and interested audience about
one important item that generates lots of interest and activity, both online
and offline. Using social media at it’s best comes when we take the words
‘Social’ and ‘Media’ and apply the literal meaning of the words like a winning
formula that can’t be any other way but successful. Think about what you’d talk
about over a pint or a coffee. You keep it social and interesting. In many ways
what it amounts to is good conversation by somebody who is impassioned about
something that affects the masses. A
great local example of this is when Jimmy Griffin from Griffins bakery started
the online Facebook page: Galway City
Car Parking Information from Griffins Bakery, a community page talking about Galway
city car parking charges and sharing ideas and discussions about a better
approach to the subject. Jimmy is harnessing the voice of the people for fair
car parking charges.
On meeting Jimmy upstairs in the bakery I quickly learned
why he is so good at social media. Jimmy is good at social. He’s good with
customers. He knows them all by name and he takes time to connect and say hello
to everybody. He is passionate about his customers, passionate about his
business and passionate about getting a solution to a problem that is of no
help to his business, his customers or the local community. By creating a
platform and communicating to a engaged audience on that platform gives both
the creator and the participants a voice that can not be ignored. Jimmy’s car
park campaign has been the subject of much radio and print media (including
this article), which can create discussion and evoking change. What Jimmy is
doing is using his expertise online and his brand to channel the concerns of
his customers and potential customers, which otherwise go unheard. Social media
gives power to the people. Responses happen faster and the conversations are
more heartfelt and honest. When I asked Jimmy his take on social media in
business, he said “Social media offers businesses immediate one to one
communication with people. It has life and is happening in real time allowing
people to communicate their thoughts there and then creating more honest and
direct measurable dialogue that is instant.” This is very true on Facebook and
Twitter where if you don’t respond or get a response to a post while it is sitting
in your newsfeed it fades away; you are only as good as yesterday’s bread.
(Excuse the pun!) Jimmy added “It has the power to create anticipation and
debate when used in the right way, at the right time and for the right reason
when looking to get the right result.”
When approaching Social Media ask how you can use the space as a voice
for you and for others? How can you respond and get a response that will get
people talking? Speak about the things that matter most to your customers and
as much as you may like to believe they want to talk about the products you
sell, more than likely it’s far from that. At the end of the day, it is all in
the name: ‘Social’. Be Social. Nobody wants Spam. Another great plus ‘You get
the opportunity to connect with a different audience. If you’re going to be on Facebook
or any other social media site, be sure to be social and engaging, just as if
you were going to go into a bakery you’d be sure to come out with something
sweet!