COM0014 Blog #4: Modern wisdom: Shop’s Facebook page reflects owner’s style

By Cindy Macdonald

A friend of mine is co-owner of holistic health business in Lindsay, Ancient Wisdom Holistics. She paired  her retail experience with her deep belief in alternative healing to launch a small shop which also offers some professional services and learning events.

As with most start-ups, there’s little money for marketing, so she and her partner are employing social media as best they can. They’ve chosen to have a presence on both Facebook and Instagram, which seems to be the appropriate choice for their target market and type of business.

This photo of the shop was used on both Facebook and Instagram.

On Facebook, @Ancient.Wisdom.444 has more than 500 followers. The owners post a few times a week and generally earn a few comments and 10 to 20 likes. The posts tend to be product photos or announcements of events. They are not optimally worded to encourage engagement from other users; this is an area which needs improvement. Spelling and grammar could also be improved. The owners also share inspirational and wellness-themed posts, very relevant to their market.

The Facebook posts have a very gentle, respectful tone. They invoke a sense of peace and wellbeing, and are very true to the personality of the owners. Consider this example, from this winter:

Good snowy morning everyone. Ancient Wisdom Holistics will be closed for the day do to the weather. Let’s stay off the roads and let the plow drivers get there job done easier 🎉😇 P.j’s hot tea and movies day! After we shovel out😜 Have a safe and great day. See you Friday

The owners have taken advantage of some other Facebook features that are beneficial for business marketing. The “About” section contains appropriate keywords for this market: “A large selection of Crystals, Minerals & Sage as well as Meditation classes. Psychic / Mediums. Reiki classes and privet Reiki session. Oracle & Tarot decks, Psychic lessons. Incense and a whole lot more!”

Also, the Messenger chat window opens when you visit the page and offers a list of standard queries as well as the opportunity to post your own question. This encourages visitor interaction.

Ancient Wisdom is also using Facebook events to promote classes, services and special events.

For their Facebook page, I would suggest a little more personalization and storytelling, with an emphasis on the owners. They should also network more with other similar businesses to boost each other’s marketing efforts.

The business’ Instagram presence (@ancientwisdom.444) is less developed than the Facebook page. Posts are generally a repeat of the visual/photo posts Facebook, with little text. It would benefit greatly from more verbiage and the use of hashtags such as those found in the Facebook “About” section: #crystals, #healing, #meditation, #psychic, #reiki.

It is evident that the two owners have made a start toward social media marketing. They are using the appropriate tools but need some training or guidance on how to better use these tools.

About me: After more than 25 years as an editor of trade publications, I’m now learning social media techniques. I’ll be writing about news, communication, social media and travel as I go through this career transition. Please join me on TwitterFacebookLinkedIn or my blog, and we’ll chat.

Social scoby: a study of Culture Kombucha’s digital media approach

Culture Kombucha is an Ottawa company that brews small batches of raw and organic probiotic tea. The company uses Instagram (2,666 followers), Facebook (867 likes, 872 followers), and Twitter (175 likes, 487 followers).

Quality of interaction

The company uses social media to promote its kombucha line, as well as to promote workshops that it offers on kombucha brewing, and locations where followers can find Culture Kombucha for sale.

The company’s posts rarely speak directly to the benefits of using its products, or about what makes its kombucha great; rather, it relies on a liberal use of hashtags and appropriate emojis to suggest these things to its followers. For example, one photo on Facebook of someone from the company selling bottles of kombucha at a pop-up shop was accompanied by #wellness #relaxation #kombucha #kombuchaontap (among several other hashtags). In a way, this approach relies on the company’s followers to interpret and write the company’s story themselves.

Pictures of the product, often solo (i.e a picture of a hand holding a bottle of kombucha) feature heavily in Culture Kombucha’s posts, and the tone of the posts seems very human and authentic.


Is it paying off?

I think that there is room for improvement with Culture Kombucha’s approach to social media. While the company is consistent in the frequency and tone of its posts, and the posts receive a fair number of likes, the content doesn’t really lead to conversations. By crafting posts that ask questions or invite followers to share information about their use and enjoyment of the product, Culture Kombucha would improve the quality of their online interaction. Reducing its reliance on using hashtags to describe its products on social media would also give the company more control of its story and branding.

In addition, by reducing the number of solo product shots it uses on social media, the company’s feeds would be more visually engaging for its followers, potentially leading to more and better conversations about the products.



Finally, while the company does a good job of promoting where its product can be found for sale (and by extension, showing itself to be a strong partner to the restaurants and stores that stock its product), it rarely links back to the “shop” section of its own website. In fact, its tweets drive traffic almost exclusively to posts in its Instagram feed where, again, there are rarely links to its web shop. Having more of its posts link to the company website would likely increase Culture Kombucha’s direct-to-consumer sales.

COM0014 – Blog #4 – B2C Case Study:

As the mother of a busy household, I value my time and appreciate quality products for my family. I know I want my family to use products that are as natural as possible, and I don’t want to pay a fortune to get them. is a company that is effectively listening and serving busy moms and dads like me. is a Canadian company delivering natural and green wellness products on-line to their customers. They offer a wide range of products which are trialed and tested by people just like their target audience. Items are available on-line, and shipped in a timely manner right to their customers’ doors. Shipping is free on orders over $29, how awesome is that?!? uses social media to talk to their audience. They use Facebook, Twitter, Pintrest, Linkedin, Instagram and email newsletters to promote their products, specials and promotions. They also feature a blog on their website with all sorts of interesting tidbits of information. It covers everything from reviews of great products, to recipes, to health tips, and news of trending products. These social media interactions are effectively targeted towards moms and dads who make the majority of the purchases for their household.

In my opinion, is an example of a company successfully executing Business to Consumer social media marketing.