Johanne Albert – Blog Post #3
In this post I have decided to take a look at two local Ottawa business and evaluate their social media use, content, marketing, personal brand and how they communicate with the public with the tools they use. I used the article “What ‘s Wrong With Social Media Marketing?” as a reference (from Lesson #3) to see which tactics these business’ used to market via social media tools. I’ve decided on two business: one on fashion, and one on gluten free products : 2 subjects I enjoy 🙂
#1 : Erica On Fashion – http://www.ericaonfashion.com
Who: Erica Wark
What: Fashion Stylist
Where: Business based in Ottawa, but works in Montreal and Toronto as well.
Social Media tools used: Facebook, Twitter, YouTube, Instagram, Pinterest
Overall, the use of social media for this business is awesome: from her website to her social media accounts, everything is up to date (no blog post dating back to a few months ago!).
Likes on Facebook: 1549 Followers on Twitter: 2663
1) Cross promotion on social media: She is very keen on cross promoting : which is a must for all business’. On her website she has a icon for her Facebook, Twitter, Instagram, YouTube and Pinterest accounts. On her Pinterest accounts she promotes her Twitter. On her Twitter she promotes her website, etc…
2) Personal Brand: she’s got this down! First, her logo, which is amazing (her name signed in the form of a shoe – which you can see above). Second, on all social media accounts she keeps her personal brand the same: which includes her logo with the following:
Talking and sharing everything fashion. Get your style fix from a chic Canadian perspective with Erica On Fashion.
I am taking this in note for myself as I realize that the social media tools I use for my business (www.stelladot.com/johannemalbert) – my personal brand/message is not consistent! It looks way more professional when you have the same message across multiple social media tools!
3) Extending PR efforts through social media use: Erica is well known in Ottawa for working in collaboration with St Laurent Mall, Holt and Renfrew , Le Château and TV shows such as The Social, Steven and Chris and ET Canada. Through each of these, she promotes her business. There are multiple Tweets, Facebook post that are from these companies/tv shows and that creates more accessibility to her website and social media accounts because they advertise her work on theirs own social media tools.
Check out one of her appearances on CTV’s The Social : http://www.thesocial.ca/video?vid=274802
4) Room for improvement: she does not communicate with the people that post messages under her Facebook posts, other than “liking” that message, she does not engage with her online community/public. On Twitter she does re-tweet or tweet back, however, it’s important to keep the communication flowing on all the social media tools that we use.
#2 The Joy of Gluten Free – http://www.thejoyofglutenfree.com
Who: Susan Phipps, owner/baker
What: Gluten free bakery
Social Media tools used: Facebook, Blogspot, Instagram
Overall, the use of social media for this business needs a little help: although her presence on her Facebook page is great: her Facebook page is up to date, with lots of post and she does answer and comment on other people’s post – which is a great way to communicate with her public. Her blog is not up to date (last post was in December 2013) and she does not use Twitter, which could be a great advantage for her local business.
Likes on Facebook: 1606 Followers on Instagram: 18
1) Cross promotion on social media: Her Facebook page promotes her website and blog post , however the blog is not up to date. If you have a blog and are promoting it – make sure you post at least once a week and be consistent – it makes it look unprofessional and leaves room to wonder what is your business really like if the blog post is not up to date. Her website does have the link to her Facebook and Instagram , however, they are not user-friendly as I can’t click on them and there are no “clickable” icons that bring us to her social media page.
2) Personal Brand: It’s wishy-washy: they are not the same everywhere. It’s important to have the same message across the social media tools you use. The three below could be rearrange in one message and should be the first thing we see on all tools used.
Here are different “personal brands” I found:
1- On Facebook: The Joy of Gluten Free is a wheat free, rye free, barley free commercial bakery and catering company; artisan bread, cakes, pastries and lunch items (soon to come), catering, gourmet foods, homemade candies. Everything on a batch by batch basis.
2- On Blogspot: The Joy of Gluten Free Bakery is located at 250 Greenbank Rd in Ottawa. 10 years of intensive recipe development and a love of cooking inspired the creation of the store. Thank you to all who visit us and to all who continue to inspire us.
3- We carry the largest selection of gluten free breads and baked goods made from scratch and available every day in North America.
3) Extending PR efforts through social media use: Not yet, but I am sure it will come. It seems as this bakery grew very quickly and the owner does not have the time needed for social media. CBC was recently there for a segment “Made in Ottawa” last March – she could of used this opportunity to promote the video on her Facebook page but only posted pictures of the CBC crew being there.
4) Room for improvement: I would definitely make use of Twitter, as I found a few Tweets who commented on this bakery on but could not “tag” her in their Tweet because she has no Twitter account. Her Instagram looks scarce – a few pictures of her amazing gluten free food, and not much followers (18). I would scratch the blog and focus on creating a Twitter account, and putting good use to her already existing Instagram and Facebook accounts. I would also recommend updating her website and using icons for user-friendly way to get to her social media. Also, I would work on her personal brand and have the same message across all the social media tools that she uses.
Rest assured, I know it’s not easy for small business owners to be up to date all the time: most entrepreneurs do everything from serving clients to their finances,and it leaves little time for marketing and social media skills. It’s not quantity but quality and consistency that count. If you don’t have time to update your blog at least once a week – don’t have a blog, use quick media tools like Facebook, Instagram and Twitter to promote your business. As always, you do need to be consistent on these tools as well, so set up a schedule: how many posts do you want per day? When do you have the time to do it? Do it at the same time every day as part of your daily tasks for your business. What is nice with Twitter is that you can post once there and it will repost the same automatically on Facebook if you arrange your settings in this way. Instagram also has a setting where pictures here can be automatically shared on Facebook. You save time by doing this!