So you've read about local businesses with great social media, you've got your Facebook, Twitter and Instagram pages all set up and your social media intern, or maybe you yourself, is pushing out content on a regular basis. Why hasn't there been an impact on your brick and mortar sales? Well, take a look at these five brick and mortar stores doing social media right, so you can stop doing it wrong and provide the best social media customer service to your beloved customers.
1. Burger Revolution - Ontario, Canada
Burger Revolution is a burger joint established in Ontario in 2012. It has skyrocketed in popularity since then, and it has its social media practices to thank (and probably those tasty looking burgers).
What they accomplish so well on their social media accounts is their customer interaction, which is the key to an effective online presence. Not only do they like or favorite customer praise, but they also offer timely responses to customer questions and complaints. In addition, they keep their followers updated as they make changes to their menu, as well push out content to proper venues: visuals to Instagram, short updates to Twitter, and longer discussions to Facebook.
Maybe the best part of their social media strategy is posting their "comment of the day" which comes from written submissions in-store of customer praise. They're definitely doing things right, but don't linger too long on their Instagram, you'll find yourself wanting to book a flight to Ontario.
2. Kinnucan's - Auburn, Alabama
Kinnucan's is an outdoors store that started in Auburn, Alabama and has since expanded around the Southeast United States. Like Burger Revolution, they take advantage of the different platforms of social media by posting content specific to each one, a key concept in the social world that many fail to grasp.
They host contests on their Facebook page for a chance to win a free shirt if you like and follow the page (t-shirt Tuesdays), and post images of their gear in action on their Instagram pages. While people like to see what you have in stock if you're an outdoors store, they also want to see people actually using it, and Instagram is the perfect venue. A fishing pole resting on a Yeti cooler looks much cooler lakeside than with the shoe department in the background.
3.Morton's Steakhouse - Hackensack, New Jersey
As if Burger Revolution didn't make your mouth drool enough with their Instagram posts, check out Morton's Steakhhouse. While Morton's is now a large chain of steakhouses, that does not mean their social media interaction has gone corporate too. Take this account of a businessman who jokingly tweeted at Morton's as an example of not only great social media, but great customer service as a whole.
Before hopping on a flight to New York, a businessman jokingly tweeted at Morton’s saying, “can you meet me at Newark airport with a porterhouse when I land in ‘two hours? K, thanks. :)” In his own words, “it’s like how we tweet, ‘dear winter, please stop.’” He never expected anything to come of it, but sure enough, waiting with his driver was a man with a Morton’s bag and the steak he had jokingly requested.
What can we learn from this lesson? Engage, engage, engage. The worst thing that you can do on social media is sit back and like a customer's post or reply to everything with the same generic language. Be active, go the extra mile (or in Morton's case, 25 miles), and for gosh sake's engage with your customers. It is called SOCIAL media afterall!
4. Mountain Outfitters - Monteagle, Teneessee
Mountain Outfitters is another outdoors store, located in Tenessee. They follow the same things we've been preaching by engaging with their customers while tailoring their content to fit the platofrm they are using. Their Instagram includes showcasing new products, as well as adventures that they or their customers have been taking. They keep their tweets short but sweet and save their larger posts and contests for Facebook. Picasso didn't paint with broad strokes did he? Well you shouldn't either! (For our purposes we're saying he didn't)
Another thing Mountain Outiffters does well on their social media, specifically Twitter, is interacting with other brands that are relevant to their industry. It's all about conversation and interaction, and by re-posting a Go Pro video or a North Face tweet, more conversation and traffic will follow.
5. Criminal Records - Atlanta, Georgia
Last but not least is Criminal Records, an independent record and comic book store located in Atlanta. Like the others on this list, they do a great job of posting content that is relevant to the platform they are using. Event promotions with long descriptions are found on Facebook, while their Twitter consists of short and quirky updates around the shop, including some amusing overheard employee quotes, and Instagram focuses on images of products and shopping experiences within the store.
What Criminal Records really knocks out of the park is their company voice. Across all platforms, it is apparent who is talking to you, the brand. What some folks struggle with on social media is speaking with the voice of the company instead of their own. This is what Criminal Records has had success with and sets a great example for others to follow.
So there you have it, now fire that social media intern and start fresh! Just kidding, but forward them this post!