One way to know if your brand or company is doing well is if a community of customers exists around it online. In the pre-Facebook days, identifying the existence of a community around a brand was not easy. But now, thanks to Facebook and other social platforms, it has become easier.
During a meeting this afternoon with our client, III Forks — Jacksonville, we discussed their Facebook Fan Page, which has attracted 670+ local fans. We discussed ways to create a greater sense of community for its fans, and ways to deliver more value to them.
Because III Forks is a fine dining restaurant, and thus offers a fine dining experience, the community that it has online is a blend of different types of customers.
Despite that, these clusters of customer type share something in common: They’re all a part of III Forks — Jacksonville’s online community. They must be interacted with as one, not as groups.
III Forks has a great opportunity to offer tons of value to its online community in a variety of ways. The online community makes up a part of their core customer base — they’re the ones who will spread the brand by word-of-mouth and invite others to join the community.
If your brand does not have a community around it, one can be built. You’ve got to understand what platforms your customers are using online, and how they are using them. It’s also important to understand what you can offer this community to keep them engaged, and to ensure its continued growth.
With a restaurant, try offering exclusive discount opportunities. Facebook ads work well to raise awareness about specials. Or, if your restaurant offers something unique, use the ad as a way to raise awareness and distinguish yourself. Ensure that your ad also gives users the opportunity to “Like” your page.
Restaurants can also host exclusive tasting sessions. Creating an air of exclusivity for your brand’s online community is critical to ensuring that the community members feel appreciated and engaged. It also increases the likelihood that they will want to tell others about you.
When your online community starts working for you, then you know you’re doing something right.
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