The Internet is global. Any Facebook page or blog or Twitter account that I create for myself or a client has the chance of being followed and read almost anywhere in the world.
But the large majority of businesses using social media are small businesses, most of whom have a local (perhaps regional) focus. Yes there are major corporations using social media, and using it well, to attract customers all over the place. But most of my clients happen to be local.
Social media allows you to create an online community that taps into the existing local community.
All this to say that no matter where you are, as we approach the holiday season, we would do well to abide by the dictum: Think Global, Act Local.
If you are marketing via social media, tap into your local community. Even if you are a multi-national corporation, act local.
This holiday season, here are a few ideas for you, as businesses and shoppers, on how to achieve this. My wife and I will be using these ideas as a major portion of our shopping list. And if you are a marketer, think about how you can tap into the “local pride” of your physical community.
The 3/50 Project – This project encourages you to visit 3 independently owned businesses and support their work. Plus, spend $50 a month at stores like these. My community of Lancaster is filled with such shops. Another initiative like this is IndieBound.
Give Local – One of my clients, Fig Lancaster magazine, recently released a holiday issue that focuses on the concept of giving local: supporting local businesses before heading to a big box store. Oh, I shop at Walmart and Target from time to time. But my wife and I are making a concerted effort to spend more of our money in local shops. In addition to the magazine, Fig is utilizing its social media presence to push this idea, with real suggestions of ways to participate. One of the gifts on my list is some locally roasted, fair-trade, organic coffee from Square One Coffee, along with one of their cool mugs. (And no, they are not a client of mine, I just like them!)
Buy Fresh, Buy Local – This is a national program with chapters in many communities. Here in Lancaster it is flourishing. As you do your weekly grocery shopping, especially for the holidays, why not consider locally grown and produced produce and meat?
Gifts that Give Hope – Locally, this takes the shape of a local gift fair. The idea is to purchase items that support local non-profits. I know that I always feel more appreciative of a gift if I know that the giver put some thought into it, and the gift is helping someone else out. Our local gift fair is this Saturday, November 21st at the Farm & Home Center in Lancaster.
Support a Local Non-Profit – similar to above, but why not donate money in someone’s name to your favorite local charity. Anything from a local homeless shelter to the Humane League, or even your local library system. Maybe you can even purchase a gift membership to a local museum.
Local Music – I’m blessed to live in a city with a thriving local music scene. So many great bands and artists. A selection of CDs from local bands makes a great gift.
And remember, if you have a business, any and all of these are causes you can support and promote via social media.
What are your local shopping ideas? Where will you be buying your gifts this year?
