What is your (Social Media) Sign?
Sunday, October 3, 2010 at 5:55PM During a customer meeting, the president of a company we work with made a great analogy. As his story goes in the early day of business there was just one blacksmith, baker, etc. in a village and everyone knew who that person was and what they made. Then as the village got bigger and competition started, the need to signify a business began. Signs began to appear in the village. Then bigger signs. Then prettier signs. In his eyes Social Media is just another sign used by his business. He is right.
Growing up in Clintonville, there are two businesses I notice using signs with message boards - old media. I still pay attention to these signs. Not because they sell the business but because they amuse me which gives me a sense of who the people behind the counter are even if I do not see them everyday.
Palmers Beverage Center usually has a beer or wine related bit of wisdom on their sign. On occasion, their sign has a serious message such as when Andy Davis from WWCD101 died. They used their sign to enage the community instead of as a means to sell product.
Pierce Brothers Cleaners uses a sign as well. For nearly twenty years I have driven by both sides of their sign during the course of the day. Each side has a joke or riddle. The messages change every week. During OSU football season, the sign changes with a message for each game. I don't go to Pierce Brothers Cleaners for business often but I always look for their sign which keeps them on my mind. In the summer of 2010 someone drove into their sign and took away the message board for over a month. I immediately noticed the loss of the sign and missed it. I was glad to see it back when it was repaired.
Signs are used to communicate information to your customer. They may not directly add to the bottom line but they are essential to business. Facebook is an extention of your sign by providing a way to share information with your customers (fans, likers, etc.) that a physical sign can not. Twitter is a spinoff of your sign as well. Twitter is conversational. Since you may not have an opportunity to chat with your customers everyday, Twitter gives you the ability to do so. Both of these tools serve as your sign in the world of Social Media. Your online sign helps you transform a very large world back into a small village - so your customers can find you.
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