EYE ON BUSINESS: Local businesses use social media to connect – LakePlacidNews.com | News and information on the Lake Placid and Essex County region of New York


LAKE PLACID – Tim Robinson lined up 4 bins of wine on a countertop and snapped an image together with his cellphone.

Boxed wine is a well-liked vendor, and the shop he manages, Terry Robards Wine & Spirits, had simply added to its number of Bota Field branded wines. So he posted an image of the colourful bins, every sporting a easy evening sky motif, on social media.

“It bought extra consideration than the previous 20 footage we had posted,” he mentioned.

Article Photographs

Tim Robinson, normal supervisor of Terry Robards Wine & Spirits, on the retailer, takes a photograph of Baxter, a Wheaton Scottish terrier, Wednesday, Jan. 15 for a social media web page.
(Information picture — Elizabeth Izzo)

In the future later, a buyer walked into the Saranac Avenue retailer.

“I had a buyer are available in and say, ‘What is that this? I wish to give this a strive. I noticed that image in your Fb web page,’ and she or he favored it, got here in and it translated right into a sale,” Robinson mentioned.

Social media has turn into an integral a part of folks’s lives, and with the rise in recognition of web sites akin to Fb, Instagram and Twitter, native enterprise house owners like Robinson are discovering that having a strong presence on these platforms permits them to work together with prospects in new and intimate methods.

“It is the engagement,” mentioned Sandy Caligiore, head of public relations for the Mirror Lake Inn. “It is the suggestions you get out of your potential visitors. It is virtually like a visitor coming as much as your entrance desk and supplying you with feedback, solely this fashion you are able to do it electronically.”

Company on the Mirror Lake Inn generally use social media to share pictures from their keep, and Caligiore mentioned that provides one other stage of engagement between the lodge and its prospects.

“We catch on to that and like and share visitors’ pictures,” he mentioned. “(Social media) has an a variety of benefits, however I feel the flexibility to speak instantly might be top-of-the-line issues. It is an opportunity to personally service visitors.”

Having a presence

The Mirror Lake Inn “affords its visitors an genuine Adirondack expertise,” Caligiore mentioned – in order that theme is integrated into its social media presence and advertising and marketing.

Caligiore posts about greater than the lodge on its Fb and Twitter pages. He posts concerning the climate, the snow circumstances, details about native points of interest such because the Whiteface Mountain Ski Heart and content material from pages run by the Regional Workplace of Sustainable Tourism.

“I am all the time wanting round to see what good photographs are on the market, what good visuals are on the market that talk to what is going on on,” he mentioned. “It is a method of speaking not solely what’s taking place on the Inn, however we attempt to make this so we’re educating, informing and entertaining our followers.”

Caligiore runs the lodge’s Fb and Twitter pages whereas one other staff curates content material for its Instagram web page.

At Terry Robards, Robinson – who has his personal social media consulting agency, FIG Consulting – is a one-man social media staff. Robinson additionally runs social media for Prime of the Park, has two Instagram accounts for canine – one for Baxter the Scottie and one other for Caymus, a black Lab-pitbull combine. He does non-profit social media work, too. He is behind the posts for the Lake Placid Vacation Village Stroll, Eat ADK, the Lake Placid Enterprise Affiliation, the Keene Valley Congregational Church and the committee organizing the festivities for the 40th anniversary of the 1980 Olympic Winter Video games.

“Specializing in every one has its personal particular avenues, whether or not or not it’s meals or Christmas or restaurant or alcohol – or Scotch bottles with a Scottish terrier,” Robinson mentioned. “It is a matter of attracting that enterprise, and it is a whole lot of enjoyable, too.”

Keys to success

Excessive Peaks Cyclery in Lake Placid has a rotating forged of workers that contributes to the corporate’s social media presence, whereas the shop house owners Karen and Brian Delaney direct the posts.

Important to a neighborhood enterprise’ success on social media is an intimate information of a retailer’s merchandise, and authenticity, in keeping with photographer Jonathan Zaharek, who works as a gross sales and advertising and marketing affiliate at Excessive Peaks Cyclery.

“Relating to the success of a enterprise on social media, they’ll solely be as profitable as how passionate the particular person behind the enterprise is,” he mentioned. “Earlier than I got here to this place, they may give me duties on posting on social media, but when I do not know the merchandise and I do not know the store, how can I do it effectively and the way can I be captivated with it?

“When the particular person behind the social media not solely is aware of the merchandise, however is aware of what the viewers is captivated with and it is also what they’re captivated with, there is a method you’ll be able to join with them.”

The Delaneys and the Mirror Lake Inn have every discovered success in selling their enterprise via diversifying their advertising and marketing plans. Brian Delaney mentioned Excessive Peaks Cyclery advertises within the Lake Placid Information and the Adirondack Every day Enterprise, in addition to regional and nationwide markets via magazines and by working with the Regional Workplace of Sustainable Tourism. The enterprise additionally works with the native radio station, WSLP’s The Combine. He believes every medium reaches a special demographic.

For the Mirror Lake Inn, social media is a part of the entire portfolio, in keeping with Caligiore.

“We talk with conventional media by way of press releases, we’re all the time wanting round in several areas for proposals utilizing magazines, perhaps utilizing radio in several markets we might prefer to penetrate,” he mentioned. “Social media is vital, however if you use all the pieces at your disposal, you’ll be able to give you an entire advertising and marketing plan.”

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