During the past year, my colleagues and I have been asked how communities can promote themselves using social media. At first glance, it seems straightforward: sign onto a social networking site and fill your updates with positive information about your region. At times, though, this is done without proper evaluation on whether the content provided is what your target market – whether it’s travelers or potential investors – want to hear.
Case in point is a conversation we had with Peter Shankman at Development Counsellors International. The founder of HARO and influencer visited with us at our offices for an information exchange on social media marketing.
When asked what his thoughts are on the best social media use, Peter answered, “It’s listening, reacting, and then listening again.”All of these attributes are central to great customer service. Peter later explained that social media is not Web 2.0 or even Web 3.0. Social media is about life, and, in life, people speak about their experiences.
So, how do you treat travelers, potential investors or location advisors when they visit your community? How does your treatment differ from others? How does your organization foster that relationship?
When it’s done exceptionally well, your partners and stakeholders will talk about it. Positive information about you will travel through word of mouth, including social media sites.
Here is a case study that has been circulating the blogosphere these last two days. A McDonald’s employee named Mary takes such great care of her customers, a Facebook fan page called “I love Mary @ McDonalds Chandler” was created. The page attracted more than 700 fans to the site. Bloggers started to write about it, and local newspapers reported on it. And while this was all happening without McDonald’s knowledge, I can bet that the company is seeing even longer lines for their drive-through service.
So, do you want your community to have success with social media? Follow Peter’s advice and Mary’s example: provide great client service and don’t forget to listen.
So, do you want your community to have success with social media? Follow Peter’s advice and Mary’s example: provide great client service and don’t forget to listen. 
