The 3 C’s of Social Media

Social media is a crucial aspect of marketing for any business and an extremely effective way to engage with your clients. The game has changed drastically the past two years, and Farmhouse has dubbed today’s essentials for social media The Three C’s. 

 

CONTENT

Compelling photos and copy used to be the focus of social media marketing. Where once simply posting and walking away was enough to reach clients and see conversion, today we realize this is simply laying the groundwork for an effective social media marketing campaign. Visuals and words merely create the foundation of content necessary for the implementation of the next two C’s.

 

CONTEXT

Develop the appropriate voice and people will be keen to hear what your client has to say. Content must be engaging, current and client centric, showing their followers and customers that there is a real – and local – person behind their phone or computer screen. The social media audience is savvy and can tell when posts are scheduled days or weeks in advance and left alone. Although scheduling posts is an effective means of time management, if left on autopilot the message could lack relevancy, seem incongruous or, worse, appear insensitive if a shift occurs in the real world. You can’t have a “set and forget” attitude toward posting, which leads to C #3 …  

 

CONTACT

 Along with quality and timely content, customers want to be recognized by your brand. They want you to like their check-ins, repost their photos and respond to their comments, all instantly. Delays in interaction with followers accomplishes nothing, as people have short attention spans, myriad distractions and their choice of platforms on which to seek out acknowledgement. Be the brand that gives them the validation they desire and they will come back for more. 

 

No small business has the time to devote to both their customers in the storefront as well as the customers on social media. At Farmhouse, we deliver this relationship to your followers by curating fresh and engaging content and cultivating relationships with followers. We also coordinate with ownership to develop events, specials a

Really, if you think you aren’t on social media, you’re wrong. You’re on there all right – you just aren’t controlling the message. If you aren’t proactive in controlling your message, someone else will do it for you and as a result your message is likely to be reactive.
Proactive or reactive: there’s really not a choice. Take control or spend your time doing damage control, because the noisiest folks are the ones who have a beef. Your product or service may be impeccable, but the one time something goes sideways you can be damn sure an unhappy customer will take to social media to air their displeasure. Everything you think you are doing well … well, someone else will have a different story.
Social media channels are vehicles for bragging and promoting. The more you flood your Facebook page or Instagram account with all that is glorious about your product or service, the more likely any comments about negative experiences will be buried. But when a negative comment or review happens, you will have a platform to respond. Consider social media a mirror to reality. In real life, you wouldn’t ignore a customer complaint; neither should you ignore one online. In real life, the dispute likely would be between just you and the customer; a complaint on social media has reach. Choose to ignore it at your own peril or exploit the opportunity to engage and take control of the message.
Still not convinced that social media is a crucial aspect of any marketing campaign? Consider this:
If a restaurant patron doesn’t snap a photo of a thoughtfully curated artisanal amuse bouche, post said #Foodporn and tag the restaurant on Instagram, was there every really an amazing bite-sized appetizer? Ummm, no. The internet warns: Pics or It Didn’t Happen. You can’t tag a ghost, and that’s a missed opportunity for a business. Proof of experience is vital, particularly to the millennial demographic, whether it is a vacation or a workout, an exceptional meal or a wedding. And when someone posts evidence they did a thing, bought a thing or ate a thing, they can directly influence your physical and digital traffic. Mentions amount to free advertising.
Hopefully the words “free advertising” got your attention. Social media is an incredibly cost-effective marketing strategy. It’s all about sharing, and shares bloom exponentially to reach potential new customers. It costs nothing to set up a social media account; your investment in it financially comes down to paying to increase your reach and whether or not you choose to monitor and engage yourself or have a pro do it for you. Either way, it is a simple and economical way of growing your business, regardless of the size of your marketing budget. It is not a substitute for traditional marketing but is a vital aspect of it. Getting on board doesn’t mean you’re bending to the will of the internet and the cool kids. It is simply a savvy business move.