While scanning through the news of the c-store industry, we came across an interesting article regarding retailers and social media. The article was written by Jackson Lewis, an assistant editor of cspdailynews. The tips were provided by Kay-Tee Olds during CSP’s Loyalty Forum in Chicago. While Olds’ presentation wasn’t aimed towards social media but more real world interaction and loyalty programs, many questions came up at the end of her presentation. In order to manage a successful social media strategy, she gave 4 tips on how to be successful. See them below:
When one retailer asked whether each of his stores should have its own Facebook page, Olds’ answer was swift and blunt: “I’d shut that down today.” She said it would be a logistical nightmare to try to manage so many different pages and that it’s important to keep a brand’s message unified.
Another attendee said that he uses a different tone on Facebook and Twitter when interacting online with customers, and asked if this was a sound practice. Olds again stressed the importance of a unified message, but pointed out differences between platforms.
While brands can get away with around 12 Twitter posts a day without bothering followers, Olds said more than two posts a day on Facebook can be annoying. She also encouraged attendees to examine what they’re doing to get followers of one platform engaged in others.
- Multi Channel Options
One retailer asked Olds if they should have a Facebook page for each of their stores. It didn’t take long for Olds to answer, stating “I’d shut that down today.” She is absolutely right by following up and saying that it would be a logistical nightmare to try and manage so many different pages. She also stressed the importance of a brand’s message to maintain unified and continued to do so as more attendees asked about interactions with customers online.
If you are not aware of Waze, it is a community driven directions app that was developed by Google. Olds made it clear for retailers to take advantage of the app as, “it is now the largest GPS player in major cities.” If the app and its features are used correctly, it can greatly benefit many c-store operators. Owners are able to buy ads that will pop up when Waze users are approaching different locations on the road. The GPS will reroute the destination if the user clicks on the ad.
- Snapchat – should you use it?
Olds preached caution when considering Snapchat for one reason: “Snapchat seems to be preparing for a major transition.” Due to Snapchat’s recent IPO of stock, changes that are difficult to predict could be on the way. There are a few different scenarios she touched upon for the new public company.
- Snapchat could become a pay-to-play platform.
- The company could be positioning itself to be bought.
- The app could go in a number of directions.
Olds told retailers that if Snap merges with or is acquired by another company, hop on. But if the company isn’t acquired, then starting a new Snapchat page in an attempt to keep up with the times may not be wise.
- The Human Network
“It’s not B2B or B2C, it’s B2H—business to human.” Olds said that whether a business is talking to its customers or to another business through social media, the message is ultimately reaching another human being, and that the human wants and needs of the recipient should always be considered when crafting a message through social media.Ultimately, that means acknowledging that social media is not just a megaphone, but an online interaction between human beings. “It’s important to be having a conversation with customers, not pushing” information at them, Olds said.