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Thanks for the comment Rosie, glad you liked the article! And, that's the first time I've heard the word trawl used, me likey. :) You're point about either you either naturally do it, or you don't do it at all is exactly right. Just like some people, businesses are either "social" or their not. The unfortunate thing is when you find a business that is social offline, but hasn't gotten the experience down in their online touchpoints. But we can hope, can't we? :)
Glad you liked the post Sneha. Love your point about getting onto it unprepared. I might have to use that. :)
Thanks for the comment Randy. You're right, as much as those of us who are immersed in the industry take a lot of things for granted, much of this is very new to the majority of people. Which means there's still a lot of work to be done. :)
Thanks for the comment Grace, glad you liked the post! You're absolutely right. The opportunity that is missed is extending the friendly experience of the restaurant into the online/social world. The two experiences have to match up, otherwise it starts to erode your brand.
Thanks for the comment. You are absolutely correct. The time commitment is the biggest hurdle. We're used to automated marketing, and Twitter doesn't work that way. But if you can make the time commitment, it can transform your business. Just ask @ajbombers :)
Thanks for the comment Pam! It's easy to see that the simple things we take for granted are not even being put in practice not only by small local businesses, but by large companies as well. Two things I think that are at play are that most companies still are in the age of automated marketing—you spend time creating an ad, buy some media, create a schedule, then go back to running your business. It's the same approach they take to social. And the questions we get are not only "help me make sense of this" but "make this easy for me." And the fact of the matter is, it's not easy. It takes constant work and engagement. In essence it's really simple, it just takes a commitment to do it, and that's why there's so often a breakdown. I'm going to go back to the establishment in a few weeks again and tweet about them, and see if they came across my post. :)