Shock news last week as one of Britains biggest pub chains, JD Weatherspoon’s, suddenly closed all it’s social media profiles with the explanation that platforms like Facebook, Twitter & Instagram were a “waste of time” from a business perspective. In today’s digital world, social media is an essential route to market for many businesses, and the idea of a marketing strategy without it seems unthinkable. But this is one pub that’s not just crawling – it’s running – from social at a rapid pace.
To set the scene, Weatherspoon’s social media footprint wasn’t exactly groundbreaking, especially for an established brand with a prescence in most UK towns & cities – 44,000 followers on Twitter & 100,000 on Facebook (less than 1,000 per pub), and very few engagements. Plus, of late their pages had become more of an outlet for one-star reviews than engaging content.
So, should they have ‘weathered’ the storm & tried a different approach to manage their social pages more effectively? We think so. In fact, if you ask us, a good social strategy is not unlike a trip to the pub! Here’s our top tips…
Plan how social will fit in with your business.
Choose your pals
Decide who you want your audience to be.
Send a group text
Pick a good platform for social media management, such as Hootsuite or SproutSocial, that can post & monitor multiple platforms.
Decide what you’re wearing
Make sure your profiles look good & reflects your brand.
Engage with your potential customers, respond to comments & encourage PM enquires.
Put money in the kitty
Set a budget for your ad spends & campaigns.
Take a shot
Try new things, keep your content fresh & follow the latest trends.
Know your measures
Use insights & analytics to evaluate the success of your content in numbers.
So, it seems to us that Weatherspoon’s have well & truly gone home early. What do you think?