Social Media PR for Landscapers and Mechanics
26 Feb
Someone once told me landscapers have no use for social media. I couldn’t disagree more.
When someone needs to find a landscaper, they ask for recommendations via Twitter. When the landscaper shows up late, we trash talk him on Twitter. If he does a really nice job — or a really poor job — someone might even blog about it.
Peter Shankman, speaking at the PRSA Charlotte luncheon yesterday, nailed it when he said “Your job as a PR isn’t to rave about your client. It’s to get someone else to do it for you.”
Social media is the podium from which your raving fans will shout their praises. A good PR person might get you mentioned in a newspaper article. A better PR person will show you how to turn your customers into raving fans on Facebook, Twitter, blogs, YouTube and other forums.
David Meerman Scott calls it a World Wide Rave – people around the world talking about you, your company, and your products.
“But my landscaping business is in Charlotte, not worldwide,” you say. It’s okay — raves can happen locally, too.
You don’t have to be a Twitterholic of Facebook junkie. But keep in mind that your biggest fan and harshest critic are.
Still not convinced? Here are some companies you might assume “aren’t a fit” for social media:
- Tutor Time, the daycare that watches my 2-year-old son, does a pretty good job. He’s happy, he likes school, he socializes well. Overall, I’m very pleased. I’m likely to recommend Tutor Time to other parents.
- Hendrick Honda on South Blvd. in Charlotte takes excellent care of me. I bought a Honda Pilot there a year ago, and their service department has been very professional, very helpful, and has superb follow-up. I am a big fan of Ford (and love the work Scott Monty of Ford is doing), but I also have high praise for the service and attention of Hendrick Honda.
- Jiffy Lube gets a thumbs down from me. Every time they change my oil, I find an oil stain in my garage the next morning. The technicians try to sell me things I don’t need, too, and they know it. The auto mechanic industry has a perception of dishonesty, and Jiffy Lube is doing little to change it.
See that? I just used social media to send new business to Tutor Time and Honda, and to tell my friends to avoid Jiffy Lube. And here’s a hint: My friends care more about my recommendation than your ad.
That’s the power of social media. Still think landscapers don’t belong?
Great points Scott. In my Internet marketing workshops, I tell my audience (most small biz owners) to use http://www.socialmention.com as it's a good tool to keep an eye on your online reputation. At least that way, you can try and fix the issue and get that upset customer singing your praises!
all the best,
Corey Perlman
http://www.ebootcampbook.com
http://www.coreyperlman.com (blog)
Great points Scott. In my Internet marketing workshops, I tell my audience (most small biz owners) to use http://www.socialmention.com as it's a good tool to keep an eye on your online reputation. At least that way, you can try and fix the issue and get that upset customer singing your praises!
all the best,
Corey Perlman
http://www.ebootcampbook.com
http://www.coreyperlman.com (blog)
Great analysis and thanks for mentioning my new book.
Great analysis and thanks for mentioning my new book.
Interesting post. I have made a twitter post about this. Others no doubt will like it like I did.