Is quitting social media the right move?
Here at Pillory Barn, we’re strong believers that social media is a great asset for businesses when they use the right platforms and send the right messages to their audience. It can allow you to increase brand awareness, drive sales or stay in touch with your customers. It’s all about what your business is about and what you want to achieve. So, when we heard about JD Wetherspoon quitting all social media platforms, it sparked a few conversations around the coffee machine.
JD Wetherspoon has decided to quit social media after some bad press, but also links the move to bigger societal issues, such as the addictive nature of social media and the recent Facebook/Cambridge Analytica data breach and affirms that the move won’t impact their PR or their brand since they will keep on talking directly to reporters and media outlets.
Their PR manager even said that he’d rather have a “200-story in The Sun or The Times any day over a tweet.” And I agree with him, the promotion and exposure that comes from an article in a national newspaper, if positive, is unbelievably more effective than “one” tweet. However, this type of publicity doesn’t come as easily to all businesses. Wetherspoon has established its reputation for years and decades. It is a strong UK brand with the right contacts in the right newspapers. They will reach out to the general public without social media. But take a smaller pub – a local, independent pub – that doesn’t have contacts in national newspapers, how does he get the word out about his new menu, or the fact that he’s only working with local brewers and promoting local economy? He uses social media. He reaches out to his local audience, he speaks to his customers directly and he can even use Facebook advertising to target new ones.
Social media remains an asset for businesses, because even if people’s trust is slightly broken, they are still using it on a daily basis. But you have to figure out how to make the most of it for yourself. You need to find out which tools are relevant to you, you probably don’t need the full Facebook / Instagram / Twitter / Pinterest / YouTube combo. Then, make sure your message is relevant to your target audience and your business, because when used to the right extent, social media can drive up business. You don’t need to post 20 times a day, and probably shouldn’t, it’s just about making sure your audience knows about you and remembers how great you are on a regular basis.
If you’re a local pub, share your daily specials, share your thoughts on this new beer you’ve just got in and invite people to come and taste it. This is relevant to your audience, and if used with a nice picture alongside, chances are people will actually come and visit. And yes, seeing how your digital investments pay off in real life can be tricky – but it’s just as tricky to see how an ad in the local paper can entice people to come visit. So, take control of your message, make the most of social media, use their advertising tools to reach out to a new audience. And if you can’t do it all on your own, reach out to us, the digital experts who will be able to help your brand reach out to the right audience and make sure your content is relevant, but don’t just take our word for it – check out our Herne Bay case study.
See, no need to quit social media just yet…