It's Called SOCIAL Media Because...

It happens more often than not. When business people talk about social media they tend to think it's their personal broadcast station used to push out only what THEY think is important.  And, that is exactly why so many fail to harness the true power of this media platform.

Consider this: ESPN broadcasts sports. All kinds of sports. Not just baseball or football or (my personal favorite) curling. OK, not really but you get my point. They broadcast what is in the interest of their viewers. How do they know? Because the network spends millions listening to the general public and then it spoon feeds us what we tell them we want. Which is why you don't see Monday Night Curling.

I get it, you don't have "millions" but you do know your consumer base...right? What is it that motivates them? What is it that gets your customer to nod their head in agreement? What trigger is it that, when pulled, launches engagement? If you don't know then please stop using social media because you will not be pleased with the results and you will consider it all a waste of time.

But...if you understand that your social media platform is more about THEM than YOU...you're on to something.  Let me give you a real-world example.

Some of you know that we are the fuel that powers the daily business news broadcast Insight on Business the News Hour. Every weekday all engines stop here at the ad agency and we go to work compiling the business news of the nation, region and the local Des Moines Metro. It's then off to the Des Moines Radio Group to deliver that news, the Wall Street Report and perform two long-form business interviews with startups to established companies. We've been doing this for nearly four years.

Each Friday we do a "Restaurant of the Week" segment and invite a locally owned restaurateur in to learn the "back-story" of their business. Once done we share with that restaurant (or business) the link to the Radio Blog, photos of our time together and a document that suggests how they might use the radio interview to engage their social media fans/customers.

We can always tell who is successful in their understanding of social media by watching the number of people who then click through to listen to the interview. Last week our Restaurant of the Week was One Eleven Public House a brand new place on Main Street in Knoxville, Iowa. Within 26 hours that interview had been downloaded and listened to by over 225 people. And that is on only ONE of our metrics. You can add another 87 downloads from Podbean, our podcast page and iTunes is still growing. (Go ahead and click on the image to the right.)

Mindi Sudman, (above in studio) the owner of One Eleven Public House gets it..or whomever is doing her social media gets it. And they did not limit their sharing on just Facebook they shared across Instagram and it was trending on Twitter.

Understanding social media, what it is and what it is not, is critical to your marketing success. It has to be done often, right and targeted toward those whom you wish to reach and influence.

Otherwise...it's just a waste of time.

Love to hear your thoughts and thanks for reading! 

 

 

Whims and Social Media

We were reading through some restaurant reviews the other day and found several that were very critical of number of restaurants in the Des Moines Metro. There were some of the usual complaints about the lack of speedy service, bland food and the cost vs. the amount of food. Those are the things we often see. However, I've always wondered if diners take their concerns to the restaurant owner or manager at the time...or if they wait to shout about their experience on Social Media.

I've had this conversation with restaurant owners in the past and they tell me they often never hear about a complaint until it is posted online. That's like the old saying, "closing the barn door after the horse gets out". You would think the customer would say something at the time rather than wait. But there is some comfort, I guess, in being removed from the event. That way the complaint can go...unanswered and unfixed.  Which is too bad.

I took a moment and reached out to one of the more critical writers and asked her to give me, what she considered, her favorite restaurants in the Metro. Sort of let me know what she values regarding to her dining experience.  This is the answer: "Well, I don't have a favorite it all just depends on my mood and where I end up."

I understand sort of a whim...

But what happens when that "whim" turns to social media to complain about ______ fill in the blank. Restaurants are only as good as the people who staff them and sometimes they fail. I guess I'd rather deal with the issue one-on-one at the time rather than take it online. It, at least, gives the restaurant the opportunity to work toward a resolution of the issue that benefits both the diner and restaurant.

Your thoughts?