Improving your business in 140 characters or less

By no means am I a social media expert. Calling me one would be the equivalent of saying because I have a computer and a TV that I am an electronics guru. I use social media. I see the value for a business and I appreciate it as a consumer. I will share my thoughts on it for your business and some "universal truths" I have uncovered. I will preface this article by saying everything you read below is true about Facebook and Twitter.

Few people have original content that you would actually care about. I have found that of the dozens of people I have tried to follow, most re-tweet (copy someone else's tweet) or are in need of a lesson in tactful communication.

If you can get through the fluff of what social media can be, there are some fundamental business applications that can put you ahead of your competition. The reality of business today is customer service has turned into an art (few can really master it) and there is also a growing trend to transparency. Transparency and customer relationships are the two reasons why I like social media. Here is my top five list on why you need to start using it now.

5) Build real relationships

Social media allows you to have direct conversations with your customer and potential customers. What could be better for relationships than participating often and early in conversations that matter to your clients? Your customers can ask you questions and give feedback at any point and it allows you to address their questions with the highest level of transparency and build trust.

4) Business health gauge

Social media allows you to search your business and see the comments and opinions of your customers about your store. If no one is talking about your business, are you creating the customer experience that someone would talk about? According to Comcore, a digital media research firm, 13 per cent of Canadians with Internet are on Twitter. An outstanding 83 per cent are on Facebook. If your customers aren't talking about you, it might be time to consider the customer experience in your store. I find that what would have passed as minimal customer service 20 years ago is now an impactful experience.

3) Proactive business

One of the great things about Twitter in particular is the search. Not only can you search conversations and topics, you can also search by location. Now you can hone in on your area and talk to potential customers and offer advice and support for their needs.

2) Become an expert

I have talked about it many times before, but the idea of being a leader in your community and community engagement becomes paramount for the success of the independent health food store. A well-presented Facebook and Twitter page can brand your store and you as an expert in your field.

1) It's FREE!

We all have limited budgets, and given the reach, specificity of message that can be created there is no better way, for the price, to create a brand image and communicate to your customers. Once you start to build a following, you can tell customers about deals, education opportunities, unique products, new products, store events all for free!

I have joined the ranks of the masses that have a twitter account. I haven't figured it out completely but follow me if you like. I will share some of the amusing things I find on my travels, and any idea that comes to me as I am away. It is also a great way to interact and share your own ideas with me directly and in real time. You can reach me on Twitter @phillebeau

Please tweet me your ideas for the next article. •