…the community leverages it for a little bit of marketing.
Our friends at Akron-Canton Airport bought a new piece of snow-removal equipment recently, and they shopped locally:
I’m not sure how much the folks at Akron Tractor know about tractors, but I’m sure of this: they know a little bit about marketing.
CAK’s Facebook page is closing in on 20,000 “Likes.” CAK has the foresight to let anyone post on its wall.
One result? Synergy like this: a local business gets a bit of well-earned promotion by plugging its good service to a community heavyweight (the airport). CAK gets de facto, unsolicited props for sourcing a key piece of hardware from a local business–plus a cool picture on its Facebook wall. (Snow-blower, schmo-blower…I want me a tractor so I can get me a Snowblast.)
Sure, open Facebook walls may attract the occasional customer gripe or poor review of your product or service. Dealing with those (and of course your social media plan should lay out parameters for doing just that) is well worth the upside, such as happy vendors and engaged fans.