Social Media and Business

Social media has become has become an important tool for companies to advertise, build their brand, and interact with consumers.  More and more people are using the internet to find and choose businesses.  Whether they are shopping for a pair of shoes, looking for someone to redo their kitchen, or picking a restaurant, they are looking online.  People are constantly sharing what they like and hate in a matter of seconds online.  Facebook has about a billion users and Twitter has over 300 million active users monthly.  That is a huge base of customers and potential customers.  In our technology driven world it’s foolish for companies not to tap into that. 

I have checked out two companies in different industries to see how they were using Facebook and Twitter.  First is Dr Martens.  I have been a fan of their line of shoes and boots for a long time, and they have quite a dedicated following.  Dr Martens uses both Facebook and Twitter as extensions of their website to promote contests and special events.  Users comment on what they post but there is usually not a back and forth between the company and the consumer.  The way they connect with customers is by encouraging people to send in photos of themselves wearing Dr Martens and have monthly themed contests based on this.  They also advertise special events like in store concerts.

The other company I looked at was Boston Market.  This is a chain whose signature dish is rotisserie chicken.  Like Dr Martens they tend not to interact with fans directly on social media.  They use Facebook and Twitter to advertise specials, new menu items, and special events.  They use both venues for their Trivia Tuesday promotion, where one customer can win a freebie from Boston Market.  They also retweet customers who have posted praise for their food.  I think this is a really great use of Twitter on their part.  The best advertising is word of mouth. 

Both of these companies are very active on Twitter and Facebook.  They do a great job of promoting their brands.   The days of bringing in customers from television commercials and the phone book are over.  Companies who don’t get in on social media are going to find themselves at a huge disadvantage.