Barista Magazine

APR-MAY 2016

Serving People Serving Coffee Since 2005

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WE'VE ALL HAD THAT MOMENT. The desire to delete your Facebook page, close the Twitter tab on your computer forever, in an effort to remind yourself to actually enjoy a sunset instead of wondering what filter would make it look good on Instagram. While it can be frustrating, it's impossible to deny the ubiquity of social media—without realizing it, you likely learn more about the places you go and the things you like through a tweet on Twitter or a picture on Instagram than you do through websites or blogs. As consumers, we learn a lot about our preferences and the brands we trust and value through social media, and so why should it be any different for the folks who frequent your café? As business owners, understanding the influence social media can have and harnessing its power to provide relevant and meaningful information about who were are and what we do, is absolutely essential in this #dayandage. Direct and indirect communication A few years ago, coffee roasters and retailers might have assessed the importance of online interaction by asking, why? In 2016, with the relevance of social media on businesses—retail and consuming businesses like coffee especially—we're now asking the question, how? How do I reach my ideal audience? How do I utilize the various platforms out there to create brand recognition? Social media isn't a means of exchanging information and values about a person or group of people—it's a business unto itself. As such, other businesses have built up around it that are dedicated to studying and crafting the direction of a social media campaign. Sprout Social is a social media company based in Chicago that works with small businesses to develop social media messages, while tracking what works and why other methods fail. Social media communication isn't as straightforward as with print or online news forums, because customers can engage right back, and one's social media identity almost becomes its own actor or voice in a company. That's why roasters like Madcap Coffee Co. in Grand Rapids, Mich., work with a media company to manage not only branding and company messaging, but social platforms, as well. The goal is for that messaging to appear as one, cohesive voice that reflects the company's consistent and approachable brand. Interestingly, part of the reason social media caught on so quickly and enormously with independent business owners was that it didn't cost anything, and that owners could control it themselves. "Social media started out as my only way to advertise for free, which made it my only option," says Andy Mumma, who owns Barista Parlor in Nashville, Tenn. "I didn't have any advertising budget, but wanted to let people know about this coffee bar I was building in an old transmission shop. It started out with just a few family and friends following, but I kept it up, posting something every day, and it's turned out to be a great thing." Barista Parlor now boasts one of the largest followings of any independent small coffee business online, with more than 44,200 Instagram followers (as of this printing) alone. "It's fun for me to do and important for keeping things fresh on a daily basis—something altogether different from a website," Andy continues. "I'm able to let people know about new news and idea—coffees, food, events, etc.— Article by Ashley Rodriguez Illustration by Phil Markel Secrets to Social Media Success ets to ess 103 www.baristamagazine.com

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