Small businesses need to get over their nervousness about social media and join the conversation if they want to reach more consumers, says Tony Wang, Twitter’s first UK general manager.
“Sometimes the hardest thing to do is start,” he admits.
But once businesses get used to communicating in just 140 characters, many discover tweeting is a fast and effective way to develop a personality for your company and spread the word.
The key is to establish a “voice” that is direct and genuine — and not too impersonal. It’s about “how you want your business to appear to the Twitter community”, says Wang.
The cost is often minimal, but can have a major effect on sales. Earlier this year, food chain Yo Sushi experimented with a promotion to mark its 15th anniversary. “We tweeted ‘97p a plate’,” says boss Robin Rowland. “A while later, as I was heading out of town, I got a call from the restaurant: ‘Er... you’ve got to get down here and see this is for real.’ There were three-hour queues around the block.”
Social media is a powerful listening tool as well, allowing you to find out what consumers and rival companies are saying. Consumers may voice complaints on social media when they are unhappy but businesses can turn it to their advantage if they respond quickly and are seen to act. “And at least you have a candid view of how people are thinking about your business,” says Wang, who will be speaking at the Evening Standard’s Business Connections event Use Technology to Boost Your Business on May 23.
Tickets are free for Business Connections members or £50 for non-members. Annual membership is just £40. For more information and to book your place, go to es-bc.co.uk
