In a previous column we were talking about fictional meatball sandwich shop in Newmarket 'Joe's Sandwich Shop'. So what is the best way to use Twitter in promoting your business?
The first one may seem glib - but is probably the most important. Use Twitter consistently. Nothing will kill someone following you if you Tweet once a week or once a month. Rule number two - don't tweet so much that people wonder if that is all you do. At a previous employer there was a staffer that was in a fairly high ranking position - but the amount of Twitter and Facebook postings put out by the person had people questioning how effective his role was.
So what is the right amount to Tweet? That really comes down to what your business is and what it is you are trying to promote. At Joe's Sandwich Shop - lunch is the king - but he would like to build his coffee business as well as lunch. So let's take the work week - divide it by six days (he closes on Sunday) and then figure out the amount of Tweets needed for promotion per day.
1. Just around 7:30 am with the daily coffee and snack special - #newmarket #coffee
2. Another around 11:00 am with the lunch special reminder
3. A final lunch reminder at 12:15 to get any stragglers.
So three Tweets - we will get into content in a moment - but I know you are doing the math. That is 18 Tweets a week - I have customers - food prep, and I am terrible at using my smartphone to do this - it is just too much. Relax - that is where a free Twitter client like Tweetdeck comes in handy. It allows you to schedule your Tweets - every day to the minute you want to send it out - so while you are serving sammy's - your Twitter account is reaching out to all the people who have Newmarket, lunch, meatball or coffee following your tweets. They are among the technically literate who will now know about your lunch special. So on your day off on Sunday - you can schedule your whole week's worth of Tweets - while you look like you are on engaging the community in a thoughtful manner. Just don't forget what you have scheduled so you don't Tweet lasagna on Tuesday and it is veal instead!
In terms of content - you could send a pic of the special - along with link to your menu page of your website - or make a call to action - to get people to order lunch early for delivery to your office. In the US where lunch trucks are king- the amount of social interaction between owners and customers is amazing - with locations, times, and lunch specials getting followed by thousands of food fans in cities like LA, San Diego or Seattle.
Next time - how to use Facebook Ads - some of the benefits and some of the pitfalls of using the largest social network! In the meantime - don't forget to drop us a line and we will audit your business website and offer up potential solutions - all for free! Contact firstname.lastname@example.org or visit www.fourccommunciations.com