3 minute read
Tow Boss
Facebook for Towers
Will You Be My Friend?
by Mike Rappaport
Lets face it; the big “F” is everywhere. I have been in contact with hundreds of towers on Facebook, sharing joys, challenges and, I’m sorry to say, sorrow as well. It’s like a big clubhouse with guys and gals from a tow show. It’s a lot of fun and there are a bunch of great Facebook groups, but how can you improve your business with Facebook?
If you’re like most small business owners, you’re not investing much money or effort into social-media marketing. But given the fact that 51 percent of Facebook fans are more likely to buy from a brand they like, not engaging through social media could curtail your company ’s growth.
Stay Fresh
It’s easy to build and promote a Facebook for Business page. Your Business page is your “Social Website. ” People do business with people they like and companies and brands they are familiar with.
Your Business page should be all business. Once completed or updated to Facebook’s new Timeline format, post on a regular basis and interact with your visitors. Don’t let your page become stale.
Promote your page and your presence on your trucks, business cards, website, print ads and facility. Its like running an open house, you need to invite people.
Post staff photos (if you dare), share challenging recoveries, salute a corporate account, post information that is local and relevant, tout your capabilities beyond a regular tow, show off your equipment, put up a video, or just say how great a day your having.
Finally, if you really want to jumpstart your success, you can advertise on Facebook for less than you think. All your ad dollars are spent in reaching people in your areas of service. Talk about a fast and efficient way to reach your target market.
Facebook Page vs. Profile
Facebook profiles are for personal use and you are only allowed one profile per user. Only profiles have the “friend” option. • Facebook pages were designed for businesses; you can create as many pages as you like. You’ll know you’re on a Facebook page if you see a “like” button.
Get Liked
Daniel Lande of Daniel’s Towing was hit by a passing motorist and hospitalized, and was one of the first stories we did onAmerican Towman TV. I found his Facebook page and started “following” him and he really gets it. As of this writing, he has more than 500 likes and posts stories of interest to the community and upbeat messages as well as photos. I found out that the
• Monthly active users now total 901 million (up from 680 million a year ago) • Daily active users are 526 million (up from 372 million last year) • Monthly mobile users now total 488 million • 300 million photos are uploaded to the site each day • 3.2 billion “likes” and comments posted daily • 125 billion friendships are forged each day
Source: Facebook Q1 2012
viral and social impact of these simple posts have earned Daniel additional business.
In Chicopee, Mass., Interstate Towing is fast approaching 500 likes and owner Jeremy Procon uses his Facebook presence as a virtual scrapbook. I am certain that any private-property owner, cash customer, municipality or corporate account will appreciate his recent posts of a new truck acquisition, dynamite recovery shots and a photo of a driver receiving an award for 10 years of dedication and loyalty. Procon said the viral impact of Facebook has given him another tool to spread the word about his company.
“The social impact can’t be ignored and people just love the recovery shots, ” he said.
With Facebook growing and the landscape of advertising changing so rapidly, it’s a good idea to leverage the power of social media. If you have any questions or want to discuss your specific strategy, drop me a line or check me out on Facebook. I want to be your Friend! LOL
Editor’s note:
Mike Rappaport, a 21-year veteran of the towing industry, is a producer for American Towman TV and founded OMG National, an INC 5000 ad and communications company.
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