September 7, 2012 1 Comment
After taking time off for summer adventures, misadventures and mishaps (fodder for future posts, no doubt) I came across an article written earlier this year by confessed social media neophyte Bruce Buscel on his attempts to secure PR services for his relatively new restaurant, Southfork Kitchen, located in New York’s vaunted Hamptons on Long Island’s east end. While restaurant centric in nature, there are lessons to learn for all businesses, big and small, about how social media has changed the landscape for both marketing and public relations.
After two failed attempts to engage a PR firm to support his restaurant’s launch, first with traditional PR firm that appeared to just go through the (unsuccessful) motions and another with a “foodie” led boutique firm which (on paper) would seem to have been a good fit but ultimately wanted to change the client rather than support it, Bruce realized that:
“The old P.R. model is as useless as the fax machines on which press releases used to arrive.”
He decided to turn to media firms with expertise in social media. Surveying six of them, he came up with a digital dozen strategies for social media. From those, here are my top five social media strategies for all businesses (paraphrased):
- It’s a dialogue– listen and respond
The first word in social media is “social”. It’s a dialogue, not a broadcast. Listen always; respond frequently; curate connections.
- Keep your social media activity current.
The only thing worse than not being involved in social media is to allow your participation to go stale.
- Know your audience.
Engage them where they already are participating online. Keep in mind that if your customer base is comprised of several distinct audiences that participate on different social networks you’ll need to tailor your content for each.
- Assess your progress regularly.
Like any other business discipline, you need to plan strategy, execute tactics, assess results, and then modify your plan as indicated. To do so you need to track KPI (Key Performance Indicators) relevant to your specific business and goals (likes, follows, time spent; service issues handled, sales/conversions, etc.) .
- Engage a social media pro to get you started and then plan long-term
Bruce is not alone in wondering how to get up to speed on social media. my advice is, as always, hire a social media professional (one who has successfully been performing social media as a profession for a number of years) to get you started. Then, plan on who will take over that role long-term. Consider bringing your contracted pro in-house if it makes sense for you both.
“What is the sound of irony? We are all in the P.R. business now.”
- Social Media – its not about you – the #1 mistake many corporates make [Mike Morrison] (ecademy.com)
- Top Restaurants in Social Media (socialmediamom.com)