SPECIAL FEATURE
Getting Social
Social media gives businesses more opportunity than ever before to stay in touch with customers or attract new ones. With help from Coopers Coffee, Vending International has put together some top tips to help you kick-start your social media output
1. SET YOUR SOCIAL MEDIA CAMPAIGN GOALS The first step of any social media campaign is to plan your objectives. For example…
Goal 1: Gain insight into your customers. Some of the most interesting and progressive market research can be found within the social communities where your customers interact, share information and make recommendations. Tapping into the streams of dialog is a great start to engagement and social participation with your brand.
Goal 2: Build your brand visibility and authority. Conversations are happening online with or without you, participating gives you a voice in these discussions. Vending often gets a bad press, so using social media to highlight the many positives about your business and to actively communicate with your customers about their interests and needs will support both the industry and your brand.
Goal 3: Influence and promote your products/services. Providing information to educate customers about your products in the formats and media types they prefer can go a long way towards building the kind of buzz that results in new business. Why not look into advertising on social media?
Goal 4: Keep in touch. With both your customers and the industry. Social media is a great way to stay abreast of industry developments and trends. Think industry associations and magazines through to international and local coffee events and trade shows.
2. PICK YOUR PLATFORM The most widely used consumer social networks are Facebook, Instagram, Twitter and Pinterest. Although all are sharing platforms, they use media in different ways an overview of different ways to use them to engage with customers. What are you communicating? Which social media platform will work best for your message?
Facebook remains one of the most popular social media sites. It’s great for showing photos of your new
products, machines, details of a competition or simply to let your followers know what’s new with your business. More and more businesses are tapping into Facebook as a way of
communication. Today, it has over a billion users, so the chances are many of these are your customers.
Focusing on visual media, Instagram is great
for sharing an attention grabbing image or video. Whether it’s a freshly brewed bean to cup coffee, fresh food or a branded-up machine exterior, try and share interesting and inspiring imagery.
Twitter is a great way to keep customers informed of product updates, new coffee blends, special events and deals. You only have 140 characters, so make sure it’s to the point. Attaching an image to your Tweet gives it twice the engagement rate.
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