In this blog series on Social Business we had a chance to review how a local company – Jackson Triggs – is using social media and other digital marketing to support their business. As we have seen in the other posts, Jackson Triggs Winery has a very thorough online presence and customers engaged! Conversations a plenty – written and visual. But what are they missing?
Tips to consider when planning a social media strategy
- Your Website, Your Hub – Your company website is your information center. This does NOT have to be a social platform, but it should be to ‘go to’ source for people wanting to learn about who you are, what you have to offer and how to ‘buy’ from you. Make sure all the social media sites (and other digital sites) link back to this one and it links to your relevant social media sites. Jackson Triggs – Facebook & Twitter are the only two links listed on the footer section of the site. They should at the very least add their YouTube and Pinterest sites.
- Don’t start something and not use it – If you start showing your public that you are a social company, make sure that you represent all of your company. Don’t just post a profile and then let it sit. Some parts of the company may get more interactions because it is busier, but nothing should be allowed to go stale/ neglected. Jackson Triggs – Link to the BC Winery & Vineyard location is posted in equal prominence on the company website to that of the NOTL site. Links to their twitter accounts are both posted in a similar format right next to those links. NOTL Twitter is VERY active, BC has only 24 Tweets and last posted 6 months ago. Find someone to start posting! YouTube is not being consistently used and only recently a couple of video have been added. Hard pressed to find any customer engagement on here (no comments) and the background looks like it is from Halloween! Keep it FRESH
- Be consistent – If you are being social in one part of the company, your customers will expect it in all parts of your organization or they might think something is wrong. Consistency with your image is very important. If you say (through your public actions) you have a social culture, then make sure you carry it throughout. Jackson Triggs – Their BC Winery is not being represented well on any of their social media sites. Put someone in charge to oversee and personalize this very underutilized part of the organization. Hire someone local (in-house or agency). Those offering content need to live and breathe the experience so that they can respond in an authentic way.
Social Business Blog Series:
Note: This Social Business Series has been part of an assignment for the Social Media class that I am taking at McMaster University for the PR program. All research has been gathered online from publicly available information. There may be more information available as to what they have coming up in their marketing/communication road map, but we wanted this research to be from the perspective of a customer. Truly organic in nature and meant to inspire, not criticize.