This is in response to a thought-provoking comment on my last post from Brian, who owns a small dance studio and was wondering about how social networking could be used by businesses like his that are very local. I read Brian's comment at the airport last Friday en route to a long weekend visit to friends in Charleston, SC and the long flight gave me a chance to think about Brian's question. Now I'm sitting on our friends' porch recovering from too much southern hospitality before heading out for more sightseeing so I thought I'd take the chance to put some of my thoughts in writing.
Some of the ways I think a small, local dance studio could use a social networking site like the one PVLD is planning to grow and sustain their business -
Use the "profile" page as a de facto website. These pages usually have a unique web address that can incude the name of the business (much like the web address for this blog identifies me). The profile page includes basic information about the business and can include photos, contact information, etc. This can be a very low-cost way of developing an online presence.
Use the social networking sight to create an online relationship with your customers (along the lines of signing them up as "friends" on Faceboook"), which then allows you to blast out information to members of the group. You could send out everything from promotional offers to information about new products and services. The beuaty is that customers "opt-in" and you can really tailor your offers to their needs and interests.
Social networking groups can also be a means for customers to connect with each other, so for example all of the people taking a particular dance class could form a group and the instructor could send out tips, practice reminders, and other very targeted information. SInce people attending a class together often also form friendships, the group could also use the social networking site to communicate with each other (for example to arrange to meet for coffee after class). As the participants build their relationships with one another, they are also strengthening their relationship with your business.
Set up a blog to present news and information about your business.
People seem to love to see themselves online so (with permission of course) videotape some of the classes or recitals and post them to your blog, and your profile page. Your customers will then direct their friends and family to watch the videos, increasing exposure for your business. Some of your customers might also be willing to be featured in video testimonials.
Create a photo album featuring your staff and customers. As with videos, people will direct their friends and family to the photos and increase the exposure of your business.
Create short instructional videos; for example, one of your instructors demonstrating a dance step, and make them available via your profile page or blog. This becomes a virtual "free sample".
Expand your online presence by uploading videos to YouTube or photos to Flickr. Make sure to "tag" them with your business name, location (e.g. Redondo Beach) and a link to your social network profile. That way people searching for "tango" might find their way to you through a variety of online sites.
Take advanatge of opportunities to connect with other business owners to share advice and experiences. Post questions about particular business challenges you are facing and learn from others who have faced similar challenges. There might also be opportunities to partner with other local businesses to cross-promote and share resources.
Those are just a few of my thoughts....I'm sure that other people can think of more.
And now, back to my vacation!
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