You Don’t Have To Be Big To Do Social Right!

One of the biggest misconceptions when it comes to social marketing is that it’s only for big brands with big budgets.

This fallacy has to come to an end now. Some of the best examples of effective social media marketing that I’ve ever seen come from small businesses. A classic example is the Ashkenaz Cowboy restaurant.

The Ashkenaz Cowboy is local restaurant in my neighborhood. I first heard about it via the original social media — from a friend during a face-to-face conversation. Within a week, I visited the restaurant — and found that their use of social engagement was far beyond anything I’ve ever seen from any big brand.

First off, everyone working there is over-the-top friendly and makes you feel like you’ve been a long-time customer from the very first time you walk in the door. When they discovered that it was my first time there, they asked how I’d heard of them and if I’d be kind enough to like their Facebook Page. When I said yes, they handed me a simple black-and-white piece of paper with the URL to their Facebook page:


Contained in the simple wording of this slip of paper was the value statement of what I’ll get for liking them: “Updates & Specials.” It also served as a reminder to like their page as soon as I got home. It wasn’t crowded by other non-related information (e.g., the URL to their website) and merely had a caricature of the head chef and owner, Chuck.

On Facebook, the Ashekanz Cowboy doesn’t disappoint. At a minimum, they post a link to their specials each week. A quick scan of the specials frequently has me planning my weekly eating habits if one of my favorites is listed.

This past summer, they used Facebook to create excitement and engagement. Twice, they posted a teaser on Facebook saying if they received x likes within a few hours, they’d make the announcement that day. If not, it would be up in a few days. Of course, their loyal customers and Facebook fans quickly liked the post and, as promised, they made their announcement that day.

Additionally, they are very good with customer interaction on Facebook. If you leave a comment on their page, they’ll generally acknowledge it with a like (and frequently with a comment) within one day.

The staff at the restaurant doesn’t stop being social once you’ve liked their page. When purchasing one of their specials, they’ll often ask us to post what we thought of it on the Ashkenaz Cowboy Facebook page. This is a smart move — not only does this appear on their page (reminding fans to come out and try it), it also appears on that poster’s personal Facebook wall (thus extending their reach).

On one occasion, when I was there trying out a new special (I was the lucky first person to buy it), I was asked if I could take a photo of it and post it to their page. I did, of course, and even posted it to Instagram — all from my smartphone.

This small business (generally no more than 4 people working at any given time) decided to focus on the one social medium that most of their current and potential customers use: Facebook. While you can check into the Ashkenaz Cowboy on FourSquare and read reviews, they don’t have time for it, nor do most of their customers. So why get distracted by a social medium that your customers don’t use?

When I finally asked who in the restaurant is managing their Facebook page (as I wanted to tell them they were doing a great job), they said we’re too busy making people feel welcome in the restaurant — so they outsource it. They send their page manager the specials once a week and he posts them.

Some of their staff do monitor the Facebook page and interact appropriately as time permits. They know the importance of Facebook to their business and are now making plans to bring the daily Facebook tasks in-house.

Ashkenaz Cowboy Facebook Page

The key lesson here is: if a small takeout place with 6 seats can rock Facebook and keep the social experience going even with a lineup out the door, then mid-size and large brands should be able to devote enough of budget and staff training to not only succeed at social marketing but knock the socks right off of it.

Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.

Related Topics: Channel: Social Media Marketing | Facebook | Social Media Marketing | Social Media Marketing Column | Social Media Marketing: Advertising


About The Author: a partner at Digital Always Media, is a public speaker, award winning author, corporate trainer (SEO, social media marketing & digital analytics), and an online instructor for the University of San Francisco's on-line Internet marketing and analytics programs He also co-hosts of the weekly Twitter Chat #SocialChat

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  • Nick Stamoulis

    You get out of social what you put into it! A little store with a lot of personality and an understanding of their audience can make huge head ways in their community because they understand that simple social works. You don’t have to re-invent the wheel every time you want to get people’s attention on social media, just give the people what they want!

  • Jason King

    Good example of how small businesses can have an advantage over larger competitors by being personable. I’m always shouting from the rooftops that Social Media helps top level the playing field between big and small business. Marketing is no longer about big budgets and fancy gimmicks but more about human interaction :)

  • Saqib Sherazi

    Great article. Social media allows for developing relationships between the business and its customers. It is a 2 way relationship in that consumers can also tell you what they like about your business and suggest ways to improve for the future.

  • Sarah Jocson

    Fantastic article! Make sure your websites is also updated with unique content on a regular basis.

  • Alan K’necht

    Glad you enjoyed the article. I love it when a business gets it right. I see far too many taking social just 1/2 way.

  • Alan K’necht

    Agree it’s a 2 way relationship. Social is not a broadcast tool, nor is just giving quick meaningless responses enough. It’s a conversation that must take place both online and offline.

    You have to listen to your customers & respond appropriately to encourage that ongoing relationship.

  • Phil Whomes

    Great article – many of the big companies don’t get it right anyway, as I’ve posted here

  • Darragh McCurragh

    This is really a good and valuable example of social media usage done right. However: I’m still struggling to envisage the local cleaner who’s running round all over the place checking on his maybe twenty teams in various hospitals and offices, making up for unexpected sick leaves, trying to catch up on customers’ complaints, chasing new business like on the floor above from where he just landed a contract – I’m still struggling to see how he’s going to use social media and not fall behind …

  • Alan K’necht


    That’s a classic example of when outsourcing can be valuable or perhaps he needs to hire a part-time assistant to take care of some of the nuisance business stuff.

    By using Social he can turn the job he just did, in a social interaction that others see & which can turn the interaction into new business.

  • Jenifer Lamug

    Great article! Social media is very important because you get to know the feedback of your customers.


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