Famous, recognizable people can be seen all over Los Angeles. In the neighborhood I live, I recognize one every day. But when I walk into my favorite Japanese restaurant for a quick bite, you would think Elvis had entered the building -- when he was alive, I mean.
Few writers are so recognizable that they fall into celebrity status -- and I am certainly not one of those. Nor are writers often big spenders -- not exactly the highest paying profession in the world. But tonight the chef came out of the kitchen just to shake my hand. The new hostess and server introduced themselves. The manager bowed. And last night I just walked by and the owner waived wildly when he saw me. There seems to be are as many Japanese restaurants in L.A. as there are celebrities, but to my Japanese restaurant, I am royalty. A true celebrity.
Did you notice how I twice called it "my" Japanese restaurant? That's exactly the intent of the establishment. I've forgotten about the myriad of its competitors -- many higher rated. They don't care that I only spend a few dollars when I dine there because that's a few dollars I didn't spend at their competitors. They distract me with kindness. Intrigue me with their reactions. Please me with their product. And I return. Time and again.
It's precisely this pleasant patience that is lacking in many social media campaigns. Results can not be measured like traditional advertising. Zen and the Art of Social Media Sushi places importance and focus on the reader:
- Be thankful that they chose to read your post or visit your page. They didn't have to.
- Show them you are happy. Greet them with good thoughts.
- Introduce them to new things in your organization. Important and trivial.
- Distract them with kindness. It will be appreciated and rewarded.
- Make them forget your competitors. Please them with a satisfying read.