Small Business Archives

Would you outsource your personality? That’s essentially what you’re doing by letting a third party represent your business. Social is exactly that. It’s about building relationships. Some are one to one and others are one to many. Your Twitter, Facebook, Instagram, Vine etc. represent who you are – they are your voice – whether it’s in words or images. They reflect you and no outsider can copy that. Because no outsider can copy your personality. And yes, all brands have personality. Big or small they stand for something.

Many small businesses are afraid of social media. Mostly because they don’t understand it. After all, they’re busy running their business and just don’t have TIME. They see it as a foreign thing. They don’t speak the language and don’t understand the significance. They know it’s something they SHOULD do. And since they don’t know how to, they hire an “expert.”

I’m not saying that social media gurus or agencies are all bad. I’m saying that they should only be used when absolutely necessary. They can be helpful in selecting the appropriate social media platforms (for example, not everyone needs to be on Snapchat, especially if your target market is seniors), setting up the accounts, showing you how to build a following, or coming up with a promotion or contest. BUT I don’t believe that anyone can build relationships for you that isn’t you. Especially in the initial stages of your social media presence.

Social media isn’t just about content (yours or someone else’s). It’s about opinions, it’s about humanizing your business, and it’s about letting others in. To your value system, thinking, habits. The more authentic you are, the more engaged your fans/followers will be. Oh and the time issue, well, it’ll quickly become a non-issue once you make it part of your life and see the benefits. Believe it or not, it can actually be fun. Especially once you stop seeing it as a chore but as a way to share and to engage.

I’ve been advising a friend who owns a small business and wants to grow. He just hired a PR firm and part of their job is social media. They set up Twitter and Facebook accounts. These have miniscule (~100) likes/followers and almost no engagement. Why? The content they post (once a day) is boring — articles from blogs. They add little personality to each post so it’s basically vanilla content. More noise on people’s feeds but no real value. No reason to stop and read because there was nothing that reflects the company. So there are barely any likes or retweets.

Here’s the bottom line. People want to do business with other people. The advantage a small business has is that consumers can get close to the owner(s). They aren’t doing business with a faceless corporation. It’s why some consumers flocked to craft beer. It’s local. They can touch the brewery. Shake hands with the brewer. Or at least connect with him or her online. It feels real. It’s not just a purchase at the grocery store along with milk and bread. It’s a relationship. Not just a transaction.

When I released my film Beer Wars in 2009, my sister forced me on Facebook and Twitter kicking and screaming. She was an early adopter and already saw the value. I thought it was a time suck but gave it a try. I built a loyal following, wrote every tweet and post myself and developed relationships. Some even moved IRL (in real life) while others are with strangers who I feel like I know.

My theatrical and digital distribution partners both offered up their social media agencies. I declined, much to their surprise. I realized early on that no one would care as much as I do and that I wanted the relationships to continue long after the agencies were gone.

It ended up being the right call. On April 16, 2009, Beer Wars was a trending topic on Twitter! How did I do it? I partnered with other organizations that promoted the film, like Yelp and the Reason Foundation. I built trust and relationships early on. It turns out that social media is just like real life. It’s about give and take. Being nice and grateful. And most of all being real. That’s the best reason to tweet or post. Because you have something to say. And you say it best.

Organic Growth Done Right

Warning: Don’t read if you’re hungry.

For tech startups these days, it’s all about getting to scale. Bigger is better and the faster, the better. But for IRL (in the real world) companies, I believe in managed growth. It’s not a race to the finish but a race for longevity. So how do you grow your company, keep your culture and customers without sacrificing quality and service? A great local example is Sugarfish – my favorite sushi bar (now chain) in Los Angeles.

It’s been 5 years since I discovered Sugarfish in Brentwood. I fell in love at first bite. The sushi was fresh, the rice was warm, the flavors pure perfection. The atmosphere was casual and here’s my favorite part – while there was a menu, I loved ordering the “Trust Me” option so I didn’t have to make decisions. The Chef figured out the best order and combination of flavors so who was I to argue? I was hooked. And judging from the crowds that appeared through word of mouth, I knew that this place would take off and be a mega success.

Today Sugarfish has expanded to 7 locations in the LA area and is rumored to be opening a restaurant in New York City next year. So how do you go from one to seven hugely popular locations in 5 years with lines out the door?

Quality: The fish melts in your mouth, it’s that fresh. My sister who lives in Bay Area has begged the owners to open a restaurant in San Francisco. They say they can’t do it because they can’t find the same quality of fish up there.

Create Demand: They don’t take reservations. You have to show up, put your name down and wait. Even if you’re Larry David. This is in LA, land of entitlement yet no one complains. Regulars know to show up early for lunch or dinner so they don’t have to wait.

Production line approach to service: This isn’t Benihana but they do have the process down to an art. Part of the genius is having “Trust Me” menu options that appear to be the most popular. That way the kitchen and servers are bringing food out all in the same order as soon as it’s made. This speeds up service and assures that the tables turn faster than at a more traditional sushi bar.

Training and promoting from within: They are constantly training new folks (as the expand) and move people up the ranks. Kevin who used to be the manager in Brentwood is now in charge of all locations. I believe that succession planning is key to having a well-run organization especially when expanding geographically.

Slow and steady: While seven locations in five years may sound like a lot, it’s actually slow in the restaurant business. But the owners are controlling growth. They know that they need to ensure consistent quality in food and service so expansion is deliberate.

Location, location, location: They know their customers and select locations where they can expand on their customer base and reputation. No oversaturation here. It’s a smart move since the lines are part of the experience.

Loyalty: They have a mobile app that tracks customer visits. They get crucial customer data while you get a free meal on your birthday. It’s a win win.

Diversification: One of the best things at Sugarfish is their hand roll. So a few months back they opened KazuNori a hand roll bar – yup, just like it sounds – in downtown LA. It’s a stripped down version of Sugarfish serving a different clientele. They get to experiment but not at the expense of their flagship.

While we watch the hyper growth of tech companies, it’s nice to see entrepreneurs succeeding the old fashioned way. One store at a time. While continuing to provide a consistent customer experience.

Disclaimer: I have no affiliation of any sort with Sugarfish. The opinions expressed here are strictly my own based on personal observations and conversations with staff. I did get a complimentary dinner on my birthday in March. But you can too if you get the mobile app.