Cascade e-Commerce Solutions, Inc.

1, 2, 3, Say “Instagrammable!”

When it comes to making your mark in the social media world, consider making your business “Instagrammable.” Because Instagram is all about the looks, being Instagrammable means looking iconic, photogenic, likable, and share-worthy. Having spaces inside or outside of your business that inspire people to pull out their phones to take a picture is a great way to give your business a presence in social media and attract more customers. To make the Instagramable spaces in your business, consider what makes your company unique and capture that in the form of a backdrop or art piece somewhere visible to your clients and customers. An example of a business that has an Instagrammable exterior is the colorful and beachy Des Moines Doghouse. Seattle Chocolate Company has created Instagrammable spaces both outdoors and indoors. From the street, people can see a vibrant, large-scale wall mural. Inside, the factory as a whole is picture-perfect and has multiple walls that make great backdrops for pictures. See our office administrator, Holli, featured below. With the entire wall covered in truffles, who wouldn’t want to get a picture and share it with their friends? Another business that has created Instagrammable spaces using its products is diecutstickers.com. In the photo below, Owner Daniel Diederichs and General Manager Jerry Perschke are standing in front of one of two walls that are covered by small stickers the company has created for its clients. These sticker walls not only help make them Instagrammable, but also help them support their clients’ brands. In addition to these two walls, there are walls that are covered with large-scale, landscape stickers. These walls don’t just make for great backdrops for photos! They also show clients how large and impressive diecutstickers.com’s stickers can be. In addition, there are walls in staff offices and the conference room that have inspirational graphics that make thinking of a caption for an Insta pic really easy. Displaying the range of their work (from small to large-scale) in this way prompts clients to snap selfies during a tour of the state-of-the-art facility. For businesses looking for clever ways to get more interaction in social media, we recommend finding or creating a space in your business where people will want to take pictures. Whether it is a statue, a fun wall, or a unique product, having something aesthetic in your business will lead people to stop, look, snap a picture, and post. This is a natural way to create brand advocates and people who will market your business for you. If you would like to brainstorm specific ways to make your business more Instagrammable, please feel free to contact [email protected]

Considering Bringing Your Social Media Work In-House?

There are essentially two options for supporting social media posting, engagement, and reputation management. One option is to assign an employee the responsibility for posting, monitoring, and engaging with customers through social media. The other is to engage a contractor to do this work.

The benefits of having an employee support social media efforts:

  • An employee can make instantaneous posts. If you want a post about a certain product/service/event posted that very same-day, an employee who is currently on site can post it as it occurs.
  • Your employee already knows your business’s culture and operational procedures and can respond quickly to check-ins, comments, questions and reviews using personal knowledge of the business.

The benefits of contracting with a digital marketing professional:

  • A professional already has the skill set to create engaging, well-written, and edited content.
  • A professional can leverage experience gained through providing social support for other businesses and apply it to the needs of your business. They know what works in each platform.
  • A professional will be less likely to rush and make misstatements, spelling mistakes, or grammatical errors.
  • A professional has more experience in measuring and reporting results so that leadership can make informed decisions regarding the return on investment of supporting each social platform

The cons of having an employee perform the work:

  • Most employees are already fully employed with other tasks. Adding this work to their plate is likely to cause stress as priorities must be more closely managed and this can produce less than optimum results in either their existing work or this new work.
  • Not all employees have the skill set to write and edit engaging posts and short tweets, take good photos, and respond to customers who may be less than happy. While many employees know how to use social media as a consumer, most do not have experience using social platform tools that are only available to businesses.
  • Employees are more likely to use internal language and acronyms and forget to explain things at a lay level that is more accessible to the public. Some employees are too close to the processes to be able to handle customers who use social media to denigrate the business. This can result in responses that are too detailed and sound defensive and less professional.
  • The cost for building and maintaining skills in posting and managing engagement in each platform is fully borne by your business.

The cons of having a contractor perform the work:

  • Requires a separate contract.
  • It takes time for the contractor to learn the business’ culture, language, and procedures.
  • Still requires an employee of the business to provide some direction, help with scheduling, and overseeing the contractor.
Social media marketing can have a high return on investment. It’s worth having someone do it right. You’ll see the difference it makes in reach, engagement, and conversions.

If you believe you have the right person in-house with sufficient capacity to do more, we can help that employee improve your social media work! We will gladly train your employee(s) to post specifically for your company and how to respond to check-ins, comments, and reviews in social media.

If you do not yet have that employee, we are happy to become part of your marketing team and staff your social media support needs until your business grows to the point that you are ready to bring the work in-house.

What Is Reputation Management?

Reputation Management is the process of responding to reviews expressed publicly by customers and the media. Historically this work was performed by public relations professionals and was communicated through print, radio, and television.(1) The goal of reputation management is to maintain a positive image for a business or organization.

How has reputation management changed?

Reputation management has largely moved online since the development of online review platforms such as those available in Google, Yelp, Angie’s List, Facebook, and other industry specific online resources such as Houzz. Today businesses and online review platforms actively encourage people to leave reviews after interactions with a business. Invitations to review a business are posted on websites and through emails containing purchase receipts, invoices, and surveys. As a result of these frequent reminders, more customers leave a review after making a purchase and prospective customers have learned to read at least three online reviews before interacting with a business. The key to building a good reputation is to read and respond to reviews, ratings, check-ins, photos, and recommendations. Responses should be timely, respectful, and maintain a consistent voice. Product and service successes can be acknowledged and celebrated subtly, but business errors and product failures should also be acknowledged and remedied. Explanations of failures and remedies should be clear, concise, and non-confrontational. If an explanation is too wordy, people will perceive a response as being defensive; if it is too curt, people will perceive this as being dismissive.

Science + Art

There is science, as well as art, to solid responses to customer reviews and interactions. Some brands have perfected both and successfully developed a following for their responses to customer reviews. For example, people leave reviews for Wendy’s because they enjoy reading the funny, almost snarky responses that Wendy’s reputation management professionals have developed(2), while Amazon uses ratings and reviews to determine which products and manufacturers to include in its listings(3). Even small businesses can employ experienced Reputation Management professionals. If you would like a consultation, please call us at 206-244-9092 or you can email [email protected]. 1 https://en.wikipedia.org/wiki/Reputation_management 2 https://www.fastcompany.com/90330377/behind-wendys-epic-social-strategy 3 https://www.forbes.com/sites/kirimasters/2018/05/31/4-ways-brands-can-get-more-amazon-product-reviews-without-breaking-the-rules/#7c3d220c4bb4