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Jefferson City Businesses Utilize Social Networking Tools for Marketing

By Charlotte Atchley

Social networking is evolving into more than just a way to keep up with faraway friends and family. Officials and businesses such as Southbank Gift Company, BK Bakery, Coffee Zone and Initially Yours all use Twitter, Facebook or blogs to reach Jefferson City’s growing online community.

Travis Fitzwater, a local social-networking consultant, says the popularity of Facebook and Twitter is evidence that this is where businesses should be marketing.

“The average Facebook user is on average online 20 minutes a day, not watching ads on TV or reading them in the newspaper,” Fitzwater says. “If you can find them and connect with them on a personal level even through social media, they are more likely to become loyal to your brand.”

Fitzwater warns against using these social networks to simply push product, but Jill Bednar, owner of Southbank Gift Company, has found success through Friday Freebies to promote her products and connect with customers. Every Monday since starting the Facebook page in July, Bednar posts a weekly product to be given away on Friday, and fans of Southbank Gift Company’s page have the rest of the week to comment on the picture. A winner is chosen randomly from those comments. The prizes are usually themed. Past prizes have included an MU tumbler, Christmas tree-scented candle and a Halloween Lolita wine glass. Facebook also serves as a way to remind customers of events the store is sponsoring.

Bednar says she decided to jump right into the social network site. “I just knew that social media was that up-and-coming thing,” says Bednar. “I’m always looking for new ways to get the word out to customers.” Bednar uses Facebook as another form of customer communication along with an e-mail newsletter, direct mail, wish lists and club cards. She plans to add a Twitter account as a way to communicate with customers daily.

BK Bakery started using Facebook and Twitter before the bakery turned on its ovens in mid-August. Owner and pastry chef Brandon Kelly used social media as a way to keep investors informed of the construction progress. Now he uses Twitter and Facebook to draw new customers, showcase his baking skills and open communication with customers.

“Since Brandon isn’t at the counter interacting with customers, it’s a good way for him to communicate with customers,” says Ida Cox, general manager of the bakery. Cox says Kelly responds to all questions that customers leave him. Kelly also posts pictures of new items, and if a regular pastry is having a particularly photogenic day, he’ll post it online. The pictures seem to be working. People come to the bakery and say they saw one of the treats online or they learned about the new business through a mutual Facebook friend.

While Jefferson City businesses are taking advantage of the latest social networks, Jefferson City’s mayor has also been contributing to Jefferson City’s online community. Mayor John Landwehr started his blog, “High Street Beat,” in July 2008 to present a positive, modern image of Jefferson City to potential businesses and future residents. He has expanded that mission to a Twitter account that he started a year later. Landwehr says that social media such as Twitter allow private citizens to participate in the news. Although he believes Facebook is good for sharing with your friends and family, Twitter can be used to spread important information to people who might otherwise remain ignorant.

“Until social media, people would observe and hear interesting things
all the time and could just absorb
that,” Landwehr says. “Now we can share those interesting things we see and hear.”

Jefferson City’s Convention and Visitor’s Bureau also uses the Internet to offer ways for people to share those experiences. When the CVB redesigned its Web site a year ago, Communications Manager Sarah Stroesser added a blog and Flickr account to CVB’s online presence, and in the past six months CVB has become active on Facebook, Twitter and YouTube. Stroesser says these social networks allow CVB to communicate a lot of information with visitors and locals for free. CVB uses Flickr and YouTube as a way to give potential visitors a view of Jefferson City that’s more interactive and colorful than reading text on the Web site. Stroesser also has plans to provide video testimonials from visitors and contests on Facebook. Stroesser’s main objective is to allow visitors and locals to share their Jefferson City experiences with potential visitors.

“Instead of me saying, ‘Do this, do that,’ they can respond, and it gives a personal connection with the destination,” Stroesser says.

Stroesser suggests businesses use Facebook as a starting point when trying to break into social media. She also encourages learning from other businesses online and developing a plan before starting. Landwehr echoes: “Don’t just launch stuff because it’s technologically possible. These are tools to accomplish your goal.”