Social Media PR for Landscapers and Mechanics

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?

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