Dairy Bar Goes Digital and You Can Too!

Social media; two little words we hear on a daily basis. But what does it actually mean and how are companies using it effectively? Social media’s most popular vehicles are facebook and twitter yet despite concerns over privacy and appropriate content, large and small companies are embracing these mediums – some are getting it right while others still require a bit of tutoring. The golden rule of social media is this: don’t use it to promote how great you are – think of it as a tool to connect and interact with your customers, friends and followers. The goal is to be part of the billions of digital conversations that take place every day and provide value to those who follow you.

One of my favorite places is a local dairy bar called Cresent Ridge that makes the best ice cream in the world – trust me. I’ve been a loyal customer ever since I was five years old and when I walked up to the outdoor counters this year, I was pleasantly surprised to see that they had gone digital. Replacing the green and white signs that list all the delicious offerings were digital boards that not only promote the flavors and use pictures but hawk t-shirts as well. And if you wear one and belly up to the counter, you get free toppings for a month. They also launched a facebook page and now have close to 3,000 “likes” along with a twitter account. When people comment or wax poetic about loving Cresent Ridge, they immediately respond. They also run contests with cool prizes including coveted Red Sox tickets. Has it increased their business? Hard to tell as the lines in the summer are always long but I’m betting it has.

What are some of the other ways you can use social media to grow your business? Blogs are a great way to attract new customers and keep old ones up to date. They can be short or long, talk about past successes, future endeavors, industry trends, and more. One thing blogs have in common is that they are more personal and speak directly to clients/customers. While newspaper and magazine articles tend to be a bit more formal, blogs make reading a more enjoyable experience and by extension, the company appears more approachable. Blogs create a memorable connection that keeps customers coming back.

Another way to use social media these days is through YouTube, a site where anyone can make an account and upload their personal videos. Lots of people post “vlogs” (video blogs) which are similar to blogs, but they use video to tell a story or share their thoughts. If your company hosts any sort of event or philanthropic effort, you can create a video and post it on your website for everyone to see.

Small to mid-sized businesses may have a hard time getting their name in the biggest newspapers, or on television but social media is your own news channel. Use it wisely and remember to keep your customers engage and involved. Be consistent. Let their voices be heard even if it’s not what you want to hear. Respond promptly and if you do, it will be remembered long after the original complaint is forgotten. So go digital, get connected and watch what happens.