Rick Whittington Consulting

Lots of businesses are using social media these days to promote their products and services. From Facebook to Twitter and more, businesses are embracing social media. Many small, local businesses are starting to understand the impact social media can have on their bottom lines, yet many others are skeptical.

I recently interviewed Monica Horsley, owner of By Invitation Only, a local business here in the Richmond area. I discovered Monica and her business on Twitter, and like many small business owners that rely on attracting local foot traffic into her retail location, she is using social media to her advantage.

Q: What social media channels are you currently using and what are your goals for having a presence on each?

We’re on Facebook, Twitter, LinkedIn and we have a blog.

On Facebook, we keep customers aware of new products, sales, and special events. We also highlight gift and paper ideas and suggestions.

Our goals with Twitter are similar to Facebook but also to engage in a dialogue with current customers, potential customers and others in my industry. In addition, Twitter is a great tool for keeping up with new products and trends in the gift and stationery industry and I can get key information about upcoming trade shows and events.

I have a LinkedIn account but do not use this to its fullest potential, but my goal is to be more active in the new year.

We use a blog for several different reasons. First, we let customers know of new products. We also provide etiquette advice, talk about current trends and give people a reason to want to come into our store and shop.

Q: What are your expectations from spending time using social media to promote your business?

At first I just did it because other people in my industry did it and I was curious as to what this “Twitter Thing” was that everyone was talking about. But very quickly I found it interesting. At first I used it more for personal use and to gain info about the community and as I learned more about it I started using it to promote by business. My hope is that when people need my services they will think of By Invitation Only.

Someone once told me, “When I saw you on Twitter I thought why would anyone need to shop at a store like that,” but when he realized he needed to send out holiday cards for his business he knew exactly where to go!

Q: How does your involvement in social media help you differentiate your business from other local companies that might sell the same types of products?

Well that’s one reason I dove into it so quickly. I wanted to be the first in town to figure it out and use it to get my name out there. Now there are a few others here and there but I think I am different because I engage in dialogue with local Richmonders. I don’t just tell them why our store is the best, I give the reasons to trust us and to know that I really do care about my customers and the service I provide. It is not all about self promotion, it is really about creating dialogue and relationships that transcend outside of social media and I think I show enough of my personality so people feel they know a little about me.

Q: What impact does social media have on your business as compared to membership in a Chamber of Commerce, Rotary, BNI group or other networking?

Rotary is my passion but I am involved in Rotary because of my desire to help the local and international communities. I have been very lucky and have been trusted by many local Rotarians to use me for their paper needs.

Honestly I have gotten more customers from Rotary and social media and I truly believe it is because of the relationships that are made.

I don’t participate in BNI because of the time commitment and when I have visited I just haven’t felt it is the right fit for me.

I think being a member of the Chamber, RMA and other organizations are important to help gain info that will help my business but I haven’t found them to necessarily bring me customers.

Q: How many meaningful connections would you say you made via social media in 2009?

There are so many it is getting hard to track. I hired someone to do my graphics and printing that I met on Twitter. I found a new tech guy that bailed me out of a computer crisis on Twitter. I have engaged in great dialogue with local media that has resulted in relationships that have and will continue to get me press.

I lost count of the new customers I have gotten from Twitter in the past 4 months. I would say that we got over 75 new personal and corporate customers during the holiday season.

I have also made contacts with people who write local blogs that now have put an ad for my store on their blog. I have gotten involved with a Food Drive and a Coat Drive with DowntownShortPump.com that has allowed me to support the community as well as get my name out there.

Q: I noticed on Twitter that invited a local writing club to meet at your retail location. Are there any other ways that you’ve used Twitter to engage the local community?

I did invite Write Club to meet at my location. It introduced 20 people to my store that have never been here before and I learned more about what they do.

I tweet for Innsbrook Rotary (I am their President) to let the community know about all the great things Rotary does.

Local author Kate Hall of Richmondmom.com and I used Twitter to promote her book signing at my store.

I also plan to look for other service opportunities on Twitter and Facebook like the Coat Drive and Food Drive, and I will continue to keep a close eye on all local feeds to see how else I can engage with others in the community.

Q: Have you run any promotions exclusively on social media channels? If so, what have the results been?

We have done a “mention Twitter or Facebook to receive a discount (i.e. 10% off).” I don’t narrow this to just 1 day because you usually need a reason to shop at my store or need my products. I have found just limiting it to one day does not result in high numbers of users but we have been really successful in getting people to say “I follow you on Twitter.”

During the holidays I extended our Early Bird Specials an extra week for Faceboook Fans and Twitter Followers and this resulted in several people taking advantage of these savings.

Q: Do you have a budget for social media campaigns (i.e. monthly spend on a Facebook ad, etc.)?

Currently I do not spend money on social media, except to attend SMCRVA (Social Media Club of Richmond). I am not opposed to doing this, but I haven’t up to this point.

Q: For contrast, do you advertise in traditional media channels like radio, TV or newspapers?

I do a lot of print advertisement in many local newspapers and magazines, including Premier Bride, The Wedding Guide, Richmond Magazine, R Bride, Style Weekly, Belle, Richmond Times-Dispatch, West End’s Best, Richmond Family Magazine and Richmond Grid. I also advertise with the web sites www.downtownshortpump.com and www.richmondmom.com.

Q: How much time do you spend on social media activities daily?

It varies but I would say approximately an hour a day (my husband would say hours). I use my blackberry for Twitter probably 75% of the time so it is just here and there throughout the day as opposed to an hour straight. When I write a blog or in depth things on Facebook I obviously spend a little more time. But I have found to be successful in social media you have to be constant and engaging and they requires a little time each day.

Q: What advice would you give to other local retail business owners to help get them started with social media?

I have actually been asked to speak to local businesses about social media and at first I thought, me? I don’t know what I am doing. I don’t know the “technical stuff‚” but I know how to relate to customers. So that is what I share with other business owners. I tell them the key is to be consistent and show your personality (just not too much personal stuff). There is a difference between personality and personal info. Also I give them little tips like following people back (especially if they are in your industry or local) also I tell them to use Twitter at different times of the day, not always in the morning or night; this will help capture different audiences.

Q: In 2010, do you see yourself participating more in social media, less or the same amount and why? Is there something you plan to try that you didn’t do in 2009?

I do plan to continue. My goals are to blog on a more consistent basis and to keep my Facebook Fan page updated with new and pertinent information. Overall my goal is to work on integrating all social networks to maximize the results.

Q: Is there anything else you’d like to share?

I think the main thing is to say that I truly love social media and not just for business gain but for personal reasons. I love to hear what is going on in the city, where the best new restaurants are, where everyone is going Saturday night, etc. I have gained some relationships that I will have forever and that is what life is all about!