42 BUSINESS
it and you get to hear what they are doing. It does make you feel part of a community.” LR: “I think it’s all about raising your profile. In turn, this can direct people to your website or just to points of interest about your brand or events.”
What’s been the result in terms of followers and sales? KH-S: “At first it was just friends and then other shops and businesses in the area, people I buy from and people who come into the café. I don’t know how useful it is in getting people into the café. I suppose it’s the same as advertising in that you might see something five or six times and then the next time you’re there you’ll pop in.” LR: “It’s hard to see results that have come direct
Fashion designer and teacher Miss Libby Rose is just one of the traders in Greenwich Market who self-promotes via social networking
from Twitter, but I do know that I’ve been able to target my local customers a lot more easily, while also being able to help others by ‘re-tweeting’ or commenting on tweets – this is great, especially in our village of Greenwich. The new Royal Borough status certainly got a lot of people tweeting!”
Do you use Facebook and other social media to market the business? How have you got on? KH-S: “I’ve got a personal and a Red Door Facebook account, and I do LinkedIn as well. I’m a bit addicted to them. I do it on my phone when I’m out walking or on the bus. It’s very easy.” LR: “Yes, I think it’s very important for business (especially doing the many different things I do) to be on as many forms of social media as possible. Different people are more partial to different things: LinkedIn, Facebook, Twitter, etc. Being able to link posts across networks is very helpful.”
you’ll pop in” Kate Hill-Smith, Red Door café and gallery
“I suppose it’s the same as advertising in that you might see something five or six times and then the next time you’re there
Is this the end of conventional advertising as we know it? KH-S: “I’m a sole trader. I don’t have an advertising budget, as such. I don’t pay for advertising. So Twitter probably does help. People every now and then will post reviews on the internet and make comments. It’s better than advertising because, like editorial, it’s real people. If somebody says something nice about you on Twitter, I think it means more than an advert.” LR: “I think there is room for all sorts of advertising. It all depends on your business and what you can afford. Social media, especially Twitter, is a great way to test new ideas and help businesses without all the outlay. I think this is making advertising more affordable for everyone.”
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