SPECIAL FEATURE
Pinterest has been dubbed the ‘aspirational’ social media platform, with users creating virtual pinboards to plan projects or simply show what they like. Use it to showcase your latest food and drink offers, show the world what makes your service stand out.
Although users of these platforms number in the hundreds of
millions, the most exciting opportunity is not the total number of users, but possibility of reaching a targeted and relevant audience of users. Social media allows you to explore your business niche and find and communicate your point of difference.
3. GET SHARING!
THE DOS AND DON’TS OF SOCIAL MEDIA FOR BUSINESS DO: Post content daily. It may seem like a lot, but you need to share regular updates with your followers to ensure they stay engaged. Set aside time each week to sit down and come up with 5-6 posts you can use throughout the week to stay in touch with customers.
DON'T: Use the 'scatter gun' approach. Although you will need to post often to keep your followers engaged, blindly posting low quality content with no wider strategy will not benefit you in the long run. Plan your strategy and stick to it.
DO: Promote your Twitter hashtag and handle, and Instagram and Facebook pages. Make them visible on machine casing, LCD screens, stickers and printed on cups. Don't forget to include them on the contact page of your website.
DO: Engage directly with others on their social media accounts – both customers and other businesses. Customers will feel they are connected with the people behind the brand.
DO: Identify your campaign goals. What do you want to achieve? Have a clear map of your objectives and a clear timescale. Make sure your goals are measurable.
DO: Use multimedia – there is double the engagement rate on Twitter if you include an image as part of your Tweet. Videos also dominate news feeds at the moment.
DON’T: Use too much text. If 140 characters is enough for Twitter, you shouldn’t be posting much more on other social media sites. It takes a bit of practice, but make sure you have one point in your message and that you get it across concisely.
DO: Use hashtags to target relevant consumers with an interest in your product or service – they work on Twitter, Instagram, Facebook and Pinterest. e.g. #coffee; #vending; #mondaymotivation; #munchies
DO: Create a calendar of key dates to base your updates around. For example, Fairtrade Fortnight, bank holidays, Halloween, Christmas and Valentine’s Day all offer an opportunity to create buzz around your products and business.
TOP TIPS
• Be consistent. Post every day and stick to an upbeat and informal tone
• Be relevant – talk about special new offers, new products, promotions
• Be part of the conversation – engage with consumers and talk about the top trends in coffee or snacking
• Be specific. When you post a photo, explain what it is and include a call-to-action. Invite them to visit your website, or like you on another platform
TOP VENDING TWITTER ACCOUNTS TO FOLLOW:
@vendnews (that’s us!) @planetvending @vendingAVA @VendingEurope @VendingTimes
vendinginternational-online.com | 27
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