A Little More But Not Too Much

In an earlier post, I included a comment to the effect that companies can always do more when it comes to social media. With that in mind, I think it's appropriate to strike a balance between how much effort (and resources) a company puts into social media vs. other business tasks or functions. While it's a bit old school, I tend to believe that if you're spending too much time thinking up clever updates, you may be neglecting other opportunities to improve profitability, increase efficiency, etc.

For a company to leverage Facebook for marketing/promotional purposes, it's important for them to help shape the conversation and create new points of engagements for customers and prospects. I think Tat's Deli in Seattle does a nice job of staying plugged in to their business buzz without forgetting about the business. Tat's Facebook page is updated every few days, and they respond to questions or comments directed their way. Almost all of their recent posts are well "liked," and they mix in company-specific information about specials, availability, hours with other posts about related topics (e.g., the significance of supporting local businesses). They even throw in some humor--one recent update noted that they would be closing early the next day for "snowboard reasons."

Additionally, because Tat's is near Qwest CenturyLink and Safeco Fields, their hours and availability sometimes change based on game schedules, making the immediacy of Facebook updates a plus for fans.

Regular updates. Reliable response. Relevant content to their targets. People that love east coast style sandwiches, and a business where the focus stays on the food. Sounds pretty good to me.