Many newsagents are missing the opportunity of social media by finding and speaking with their own voice. Instead, they are promoting what everyone promotes – new issues of magazines, major newspaper stories and major seasons in a traditional way.
The best use of social media by small and independent retailers, like newsagents, is to publish content with a local connection … to show speak to your community about what you offer which matters to them. This is what I mean about finding your own voice.
Each tweet, Facebook post and blog post should reflect your business, your situation and your community. Sure it can talk about a new magazine issue but it should be with a local context.
While some newsagents do this today, many do not and they are issuing an excellent opportunity to drive traffic and sales as a result.
I think that we can do better as a channel.
Newsagents speaking from their heart with a local voice will be more relevant to the local community than what any big business with which you compete could do.
If you want to understand the power of social media in the international stage, take a look at the Stop Kony campaign. In three days this week they have achieved close to 40 million views of the half hour film documenting the atrocities of Joseph Kony. If you don’t know what I am talking about, watch the video now. It will be 30 minutes well spent.
The Kony campaigners are using social media aggressively and cleverly for an important cause. Beyond their campaign there is a lesson for all with a message they want to spread. We could do this ourselves for our businesses and collectively for political attention. It all depends if we can agree on common goals and actually want to achieve the goals.
Nice idea in a perfect world. During my time as a newsagent I found that I didn’t have the time or energy to look too far beyond the basic day to day considerations.
To take on extra tasks, particularly those requiring a clear and enthusiastic mind, was nigh on impossible.
In the years since I have left the pressure on owners to take over more of the front of house duties has only intensified.
I think Mark, you are speaking from a unique and privileged position that allows you time to plan and reflect on such matters.
Undoubtably you work very hard Mark, but your businesses provide you with the scale from which to concentrate your energy on things such as social media.
For the majority of newsagents the idea of “working on your business and not in it” is increasingly like a mirage in the desert as wage, rental and delivery costs soar and the prices of the staples they sell remain flat.
former, I know some newsagents doing this today more than me and better than me.
I am one. I run my own newsagency – and still have time to read this blog, twitter and the newsagency has its own Facebook site.
Social media is the best, fastest, widest marketing tool you can have.
If you don’t get with the programme you are doing yourself a massive injustice.
Oh and I am the mother of 2 teenagers!
Technology to them is an extension of who they are.
As Mark has said previously “you must adapt or die”. You have to do marketing this way – customers expect it.
newsagent – brilliant comment!
Speaking of media. What an offensive insult to Tony Byrne, the father of alleged suicide/murder victim Caroline Byrne, who supposedly jumped from the gap.
His emotional plea for Gordon Wood to answer a string of straight shooting questions in regards to his involvement in this suicide/murder, was blatantly bastardised by a “Bakers Delight” sticker placed over the front page of the Telegraph obliterating this tragic story.
I regularly post new promotions both external and internal, on face book. You need only notice how often a comment arrives within minutes of the posting to realize the power and future of this interaction with the community.
We still need to get on the Twitter bandwagon but will be doing so.
Social networking is instant, cheap and relevant to our store and our community if we do it right. It’s becoming a valuable tool.