Before there were Social Networks, there were local newspapers. They were delivered to our front doors (or near them, depending on the aim of the paperboy). We started our day with them – read them while we drank our morning coffee or trundled them off to work to read on the train or at our desks before the day got hectic.
The newspapers didn’t just contain news. They kept us informed about events in our community. They were peppered with advertisements, coupons and articles about the opening and closing of local businesses. They also entertained us with the “funnies,” crossword puzzles and word games. They gave us recipes and “tips” about home maintenance. The “Classified Ad” section was where we looked for jobs, and where we could find plumbers, landscapers, electricians and furnace repairmen when we needed them. Newspapers were our conduit to our community and in some ways to the larger world.
Sadly, many of our local “papers” are now out of print. Newspaper offices are shuttered and paperboys out of work.
Facebook: The New Morning Paper
Personal Social Media Pages (especially Facebook) have stepped in to fill the void. Just as we used to prop our newspapers on our kitchen tables as we ate our breakfast, we now prop up our smart phones and tablets. Many of us check our Facebook Pages before we get out of bed!
Because of recent algorithm changes, what people see on their Personal Pages is a result of where their interests lie. For example, if they have commented on, shared or even liked a certain piece of content, they will be more likely to see more from the person or Page that originated the content.
Business Pages have a unique opportunity to become the source of the same type of content once found in newspapers. Smart businesses will include soft news stories, human interest stories, notices of community or online events (along with the content about their products and services). They will also include cartoons and pictures of crabby cats, recipes and “tips and tricks.” The strategy is to engage followers AND encourage them to share what is posted. (Crabby cats with funny captions seem to be extremely sharable.) One local businessman we know made it a point to publish scores to all of the local high school sports events. He became the local “Sports Page.” Along the way, he added hundreds of followers to his Business Page, and more than a few customers.
Business Pages are Big Business
Just as a newspaper used to employ reporters, graphic artists and copywriters, business owners are beginning to understand that Social Media Marketing is best handled by professionals. Business Pages are more than billboards for a company or a place to post pictures of employees at picnics. Audiences expect to see Business Pages that are professionally done with interesting, entertaining, sharable and valuable content. These are the Businesses they will follow. These are the Business Pages that will provide the content for their personalized “local newspapers.”