Digital Media and the Branding of Downtowns: Strategies for New Business Development Using Paid, Owned and Earned Media November, 2013 | Página 14
platform is probably going to be around a while.
Foursquare
This site depends heavily on smartphone users who “check in” to places and tell their friends.
Foursquare is especially popular with concerts, festivals and social events, but you also see people
checking in to brick-and-mortar establishments a lot. Coffee shops and pubs show up regularly. You can
create an account for your location pretty easily and include tips for people who check in. The tips
should be helpful; parking locations, office hours work well here.
Pinterest
This is the online version of a scrapbook. Pinterest users “pin” images they like to their sections of the
site, known as boards (picture someone pinning notes to a bulletin board). Each board represents a
collection of images such as “recipes” or “fashion”. The site is attractive and relatively easy to navigate.
Women are more likely to be active users, but, of course, everyone is welcome.
Watch What Local Businesses are Doing Online
Once you have your social media presence established, search for local businesses online and follow
them to learn what’s important to them. This is a great way to conduct real-time research and
uncover trends.
“One way we built our (media) following was to have our research staff follow the largest companies
that are here,” said James Sauls of Raleigh Economic Development. “As we build relationships with
people, we start to put together a strategic plan. Part of that plan to help them grow their business
includes our interlacing social media.”
Following these accounts also gives you a chance to amplify their message through your own media
channels, reinforcing the community’s brand and building good will with some of your larger employers.
For example, consider using paid ads or social media to post others’ job announcements, volunteer
opportunities or positive coverage in traditional media.
Takeaways
The influence of digital media is likely to continue its exponential growth.
Consider the hub-and-spoke model of integrating paid, owned and earned media.
Pick one or two social media accounts and do them well. There’s time to add more later.
Follow social media accounts of local business to learn their strategic priorities.
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