ACtion Magazine - January/February 2013 - (Page 40)

Angie Kilbourne, AAM Could Your Shop’s Facebook Page Use a Boost? Small businesses across every industry have embraced Facebook pages to promote their products and services. Plenty of small businesses, especially in the automotive repair sector, use Facebook business pages to boost their marketing and public relations efforts at a minimal cost. But one of the biggest obstacles to social media success I hear from shops is getting real, measurable traffic for their Facebook efforts. It’s easy for you and your staff to post to your page, but getting consumers to come there and comment is a challenge. Last November, however, word broke that Facebook is beta-testing a new feature designed for small businesses. Facebook Wi-Fi, discovered by a developer in the Page Insights tool, provides free Internet service to patrons who check-in onsite to the business’s Facebook page. Facebook provides a router to the participating business that automatically directs users to the business’s Facebook page when a Web browser is launched using the in-store Wi-Fi service. Customers are prompted to “check-in” on the page, and notifications of this activity are visible to their Facebook network of family and friends. “We are currently running a small test of a Wi-Fi router with a few local businesses that is designed to offer a quick and easy way to access free Wi-Fi after checking in on Facebook,” said a Facebook spokesperson. “When you access Facebook Wi-Fi by checking in, you are directed to your local business’s Facebook page.” Now, let’s think about this for a minute. Have you invested in your facility to create a comfortable and inviting waiting area, one with free Internet access for your customers who need to do some work or just pass the time? I know there are plenty of shops out there that have. What if, while they are having their vehicles serviced, these customers let their friends and family know they chose your shop to provide quality services and repairs? Think of it as a passive form of word of mouth marketing. You don’t have to constantly ask customers for reviews, and they don’t feel pressured to say something wonderful about your business until they are ready. But this simple check-in notification increases your visibility to a whole new set of potential customers— customers who may be easier to bring in the door because they have seen an indirect endorsement for your shop. It is important to note that your business still has to pay for the Internet access for its customers, and you do need 40 ACTION • January / February 2013 a working Facebook page. You also need to continue all those other marketing efforts you currently employ, including social media. Of course, you will encounter customers who don’t have a personal Facebook account or object to “checking in” to your page. Your front counter personnel can be ready with the password to your Internet service for anyone needing it. Checking in isn’t required; it’s simply requested. You may be surprised at how little resistance you get from customers, however. Free Wi-Fi services at hotel chains and retail giants such as Starbucks already require patrons to access the Web through their own online portals. This isn’t a new concept. It’s only being brought down to the local level through a common denominator for many small businesses: Facebook. At press time, Facebook had no additional details on the program’s success, or if it will become a permanent offering to small businesses, or if there are any costs attached to the special router. We’ll keep you updated on any announcements. Meeting the challenges of the shop of tomorrow means embracing and incorporating appropriate new technology today. This is especially true for front office operations handling the daily challenges of customer service, business administration and marketing. I think Facebook WiFi could be a fascinating way to drive marketing efforts via social media, promoting your business to potential new customers who are getting their introduction to you through someone they know and trust, not an advertisement. ❆ Facebook Resources for Businesses Facebook offers numerous tutorials and help sections to assist businesses with designing and developing their own pages, understanding the analytics (called “Insight”), privacy concerns and use with mobile devices. You can access a plethora of information via Facebook’s Help Center, under the “Managing a Page” section. The social media platform also has its own business pages for marketing and small business. These, as well as thousands of news, blogging and other informational sites devoted to social media, can provide you with step-by-step instructions for customization, best practices and success stories of other businesses. http://www.beckfluids.com http://www.beckfluids.com

Table of Contents for the Digital Edition of ACtion Magazine - January/February 2013

ACtion Magazine - January/February 2013
Table of Contents
Outlook
In Bin
Expansion Valve
Technically RELAY-ted
Under The Southern Cross
Leonard’s Law
MACS Letter to Europe
News & Updates
“if I Ever Build a Shop…”
Valves: Oils, Refrigerants – What to Use?
2012 Pioneer Award Honorees
Virtual View
Association News
New Products & Services
Last Watch

ACtion Magazine - January/February 2013