Lifestyle & Culture

Wait, Let Me Post That

With Social-media-capable smartphones in so many pockets, many companies are using Instagram, Facebook, Twitter, and Snapchat not only to interact with their customer base, but as a marketing tool to promote their brand and increase their sales.

“We use Instagram for customers to find out about promotions and new tea tastings,” said Gina Gillim, 36, a Teavana employee. “When we come up with new teas or [ideas] about things we’re doing in the store, we post it.

Teavana’s current following on Instagram is 50,000 and on Facebook Teavana has almost reached one million followers.

Gillim said their Teavana store in the East Village has only been open since October, but that Instagram has played a key role in getting customers in-store.

“Some people have told us we saw you on Instagram [when they come into the store],”
said Gillim.

Brazilia Cafe, also located in the East Village has almost 1,000 likes on Facebook, roughly 500 followers Twitter, and 400 followers on Instagram. While Brazilia has only been on social media for over a year, that hasn’t stopped them from using savvy techniques to draw customers.

“If you’re in the cafe, [you can] take a picture with your product and post it with our name tagged, and we offer a discount,” said Mitchell Crank, manager of Brazilia Cafe, 37.

Two Teavana beverages being held (Photo taken from Teavana Instagram)

But the management of the cafe didn’t stop there. In order to help customers cool down during the summer, the business decided to offer free gelato to customers that allow Brazilia to take pictures of them with the frozen treat and post to Facebook.

“And [the gelato] is a little 4 ounce cup, but it has our brand and logo on it,” said Crank.

Small companies are not the only ones using social media for their benefit. World-wide businesses are utilizing its offerings too.

Body Shop USA, an international beauty products company, has an Instagram following of 40,000, and a large presence on Twitter and Facebook. They have also had their share of distinctive social media marketing strategies.

“We’ve had a promotion [posted on social media] where people can get a lipstick or try a lipstick out in the stores… [and] come in and get a lip “reading,” explained Khadija Amon-ra, 44, Body Shop USA employee.

Other companies produce video tutorials as an innovative way to spread the word. Recently, Starbucks created a Snapchat account that featured a “snap” tutorial, composed of video clips and pictures, showing followers how to make their most popular drink.

“We choose what to post on Snapchat based on our sales,” said Kayla, who didn’t want to give her last name, of Starbucks Customer Relations. “Because Caramel Macchiato is our best-selling drink, we decided to post a tutorial on it.”

Brazilia Cafe said that they are working on producing their own video tutorials on Facebook.

“We’re planning to make videos on how to make different smoothies or juice, and also pore over different methods about the coffee bar,” said Crank.

Beyond the social media aspect of marketing, companies are sticking to smartphone friendly access to their business by letting customers make their purchases through apps.

“There’s an app called Cups where people can purchase their coffee and beverages [from Brazilia] on it,” explained Crank. “So all they do is come in and show that they purchased their order so they won’t have to wait in line and pay.”

Similarly to Brazilia, Starbucks has its own mobile order pay app that allows customers to do the same.

“Many people like it,” said Kayla.

However, she admits that customers have voiced their concerns about ways the app should improve.

“Customers said that there should be more menu items on it and [it should] be more customized.”

The employees of these businesses all agreed that social media is indeed crucial to the livelihood of a company.

“[Social media] gives you a whole demographic of people who wouldn’t have necessarily just walked in,” said Amon-ra.

Crank believes the significance of social media comes from its accessibility.

“Everything we do in life is based on the information you get from your phone, like directions, reservations, or just to figure out what’s going on for any day of the week,” said Crank.

Whether the reason be accessibility, convenience, or just plain promotion, it seems that as long as social media is around, businesses will be taking advantage of all it has to offer.

On Twitter: @intigbu