Serving People Serving Coffee Since 2005
Issue link: http://baristamagazine.epubxp.com/i/659497
company's target audience. I want to put my energy where my customers are, and since two of my cafés are near college campuses, that's Instagram." Still, there's one market where Facebook is still king: Europe. "I don't really get it, because Instagram is the most used social media platform in all the other consuming countries like in Asia and Australia," says Sean. "Europeans have just been slow to make the transition, for some reason. But I have no doubt, they eventually will." One reason Sean's so sure Facebook is on the way out for the younger coffee set is that it's getting more difficult to use, both from a business-owner's perspective, and a consumer's. "Let's say I have 50,000 Facebook followers on my business page. I post something, whatever, like a new coffee that just came in. Facebook will only show it to 1,000 of my followers unless I pay them money to show it to more people," says Sean. "I hate that! But I do it for my Berlin account because I need people to see it. I've decided to abandon Facebook altogether for my Asia and North America–based cafés though." The goals of a social media campaign Regardless of the platform, no matter what category your coffee business, developing and maintaining a successful social media campaign is going to take work. Luckily, Instagram and Twitter are flexible enough to meet you at the level you're ready to engage. "How and what you'll use social media for will vary based on what part of coffee you're in, how many people you're trying to reach, who those people are, and how much money you have to spend. Gone are the days of 'free' social media for brands, and we're in the age of the paid, targeted social media post," Jason says. If you're willing to "pay to play," says Jason, you can engage with thousands of new and potential customers—it just requires you to sit down, think critically, and determine goals, values, and what you hope to achieve through social media. Goal setting is important in various areas of your business, and it's no less important in terms of social media strategy. "The aim in all our media efforts is to contribute to the coffee- information library we have built, and continue to build with intentions for long-term relevance on our website," says Andy. "We hope to have our social media be a reflection of that bigger picture." If you're still confused or overwhelmed, check out what the big guys are doing. "Starbucks essentially never fails to have absolutely spectacular marketing," says Lanny of City of Saints. "I got chills watching their 'meet me at Starbucks' spot. It's also a great example of how the brand is identifying itself and the human element." If that still seems like too much, remember the whole point of social media—to engage and interact. Favorite a Tweet, repost a picture (Cole likes every single picture that is geotagged, hashtagged, etc. of Temple), and show the members of your community that you care and are listening. Social media is meant to be a voice, and a voice means nothing if it can't listen to the needs of the community and articulate those clearly and with intention. Playing to Win at Social Media: 8 Tips for Café Owners Do one or two things well, rather than a lot of things poorly One of the biggest mistakes café owners make on social media is trying to master every platform with limited resources. It's better to have a killer Instagram account that you update daily with a photo, than to have Facebook, Twitter, Snapchat, Pinterest, and Instagram accounts that you update rarely. Consider screen size Most of your followers will be checking your feed on phones, so keep the content easy to read and act on in a mobile format. Where are you? You'll get lots of followers from loyal customers tagging you in posts, so be sure to make it easy for those who don't know you well (yet) to find you. Visit www.getlisted.org, enter your business information, and submit your business info to each of the directories available. Don't measure success by follower counts OK, sure, it feels great when you get your 100 th (and soon 1,000 th ) follower, but social media success isn't completely about the numbers. Growing your community is important, but equally imperative is your interaction with your followers. If someone tags your café in their post of a beautiful drink your barista made them, be sure to like it, or even comment to say thanks. You can build customer loyalty by showing appreciation online, just like you do in person. Consider your own preferences What Instagram accounts do you especially admire? What kind of Twitter posts make you laugh? In thinking about your favorite small businesses to follow on social media, like the local taco shop and your organic grocery store, consider how they engage you. Do they offer discounts? Do they post photos of customers? Don't be afraid to copy elements of strategies you respect. If you hire help, don't relinquish your identity The people who frequent your shop do it because they dig what you have created—the vibe you've set, the people you've hired, the funky wallpaper in the bathroom, all of it. If you decide to hire an outside agency to manage your social media, make sure they understand who you are and what you're about. The last thing you want is a super-slick Instagram campaign when your shop is known for being friendly and approachable. Think carefully about who's in charge Ideally no more than two people should be managing your social media— more than that, and the messages get convoluted. Remember, people think of social media accounts as entities unto themselves. Also, be sure your appointed social media guru understands the job—no pics of post- throwdown keg stands, unless, of course, that's what you're going for. Track your efforts You won't know what works until you try it, but social media moves so quickly that it's important to keep track of what works and what doesn't. Rule of thumb: Photos of latte art, customers, and customers' dogs are almost guaranteed to be popular. But every café is different, and every social media account should cater to that specific café and clientele. Try to take notes once a week—some quick scribbles will do—about what posts got great responses, and which fell flat. A pattern should emerge that will help you make the most of your social media presence. Compiled by Ashley Rodriguez + Sarah Allen 106 barista magazine