Recent research from the Office of National Statistics shows that the main reason people in the UK use Social Media is to find out what is going on in their community…
Here's a friendly example from Emma at Ffolkffelt's Facebook page:
So if you’re running a business or community group in your local town…are you connecting to appropriate news as much as you can?
Now of course it will depend on your type of business as to how easy it is to make yourself something of a news hub. For a business like The Bakers Table in Talgarth, there is plenty going on… but they’ve gone an extra few kilometres here and changed their facebook pic so as to promote their involvement in the Brecon Beacons Tourism competition:
To be effective at social local, you’ll need to keep an eye on what’s happening in your town and what business and community groups are up to. Is there something you can support or sponsor where your type of customers are likely to be present?
Take this one step further and you collaborate with other businesses who share your type of customer. Can you create an event where you all cross attract and cross refer?
When FYI Neath organized and created The Bride’s Guide To Neath, many of the 14 businesses involved said they were not aware of the existence of some of the others, and they were pleased to be able to recommend them. Individual businesses involved like the beauty salon, started to get clients via the wedding car company, who started to get customers via the wedding dress shop...you get the picture.
In a run down Welsh town last week, I saw a bookshop, artisan bakery, attractive gift shop, fabric emporium and interesting Spanish café… all these businesses will share similar customers.
So are there ways in which they can combine forces? Complimenting one of the staff on the loveliness of their business, I got a grunt. Instead, I’d have loved a ‘ Well, thank you. Perhaps you’d like to join our mailing list, to keep up to date?’ And then I’d have been delighted by an invite to a Christmas trail or some such celebration where I’d have an excuse to visit each business…and spend my schekels there…
It’s so tough running a small business where there just isn’t the footfall – but enthusiastic customers are gold dust in these social media days, and they need nurturing. You probably run a business in the first place because you believe yourself to be resourceful. That resourcefulness will accumulate if you connect with businesses who share your customers. And this goes for social media activity online and offline projects.
For social local it’s definitely a case of stronger together, folks.
CHECKLIST
-Can you and your staff chat to customers about what is going on locally? This is your common ground.
-Can you name four other businesses in your town who share your type of customer. If so, excellent...you've got gang potential...
-Could you chat to these businesses informally and discuss what you have in common and where you're different as regards your customers, and what they want, then generate ideas from there?
-Are you in touch with your local business club, giving and taking there, and maybe able to lobby team-handed?
ps. This fab example of social local just came in at FYI Brecon, from Plan Brecon's Promfest Selfie Competition:
http://brecon.fyinetwork.co.uk/my,32834-FyiBrecon-Selfie-Contest-And-the-winner-is
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