Too many local newsagents have handed over control of their business social media accounts to their marketing group. These group publishes content on behalf of the business, often resulting in a feed filled with centrally served, generic posts. Slop, to be honest.
It is the kind of material that users scroll past. In many cases, posting nothing would be a better strategy than relying on this filler. When a marketing group promises to manage your social media for you, they are making a poor offer for a local retail business.
Centrally controlled posts often make a newsagency appear out of date or like a dying business. Typically, these posts pitch low-margin products where the newsagent acts as a mere agent rather than a retailer. You have minimal control over these products and earn small fees instead of genuine retail profit.
If you have granted a marketing group access to your accounts, consider disconnecting them. It is time to take control of your digital presence. Your social media should reflect you and your unique local business.
Why local control matters
There are three primary reasons to manage your own social media:
- Authentic Voice: It preserves your shop’s unique personality and builds a genuine connection with your local community.
- Agility: You can share timely updates, such as new stock arrivals or spontaneous promotions, without waiting for a third party.
- Engagement: Managing your own channels allows for direct, knowledgeable interaction with customers, which is more effective and less expensive.
As a local shop, your greatest advantage is your people. Allow customers to connect with the human side of your business. Share photos of your team with short bios to make the business more approachable. Post behind-the-scenes snippets of your daily routine, such as unboxing new orders or setting up displays. With permission, featuring happy customers acts as a powerful real-world testimonial.
You can also strengthen community ties by highlighting the neighbourhood. Mention the cafe next door or share information about local festivals and markets. This positions your newsagency as a helpful community hub.
Instead of constant selling, offer content that adds value. Share expert tips related to your products or answer frequently asked questions about materials and origins. Curated gift guides are also helpful for customers and provide a soft way to showcase your range.
Running a newsagency involves hard work, and time is always limited. However, investing in the public face of your business is essential. Delegating your social media to a distant party is a mistake; it is equivalent to delegating the responsibility for your shop’s success.
Don’t outsource the heartbeat of your business. Generic content is a waste of pixels and suggests a lack of personal investment in your customer relationships. Take control of your social media to ensure your business remains a relevant, vital part of your community.