Social media has forever changed the speed and reach of news and information. Social platforms have become important marketing tools and news sharing devices for horse stables and equine boarding barns. A strong social media presence is important for any type of equine business, and that includes stables. While you might think it's not worth your time to create and post information on social media, think again.
Social media certainly isn’t a guarantee your barn will be full, but it is an important method for reaching out to existing and new clients. A solid presence on channels such as Facebook, Twitter and Instagram can help create a stable that flourishes with filled stalls.
Here are five tips to help you use social media to its fullest potential.
1. Be Consistent
Use the same name for all your social media accounts. People assume that your "handle" on Instagram, Facebook, Twitter and others will be identical. If you are Betty's Barn on Facebook and Betty's Horse Barn on Instagram, folks won't know you are the same business.
2. Tell the Truth
Fake news and controversial issues can reach wider audiences faster than ever before. Don’t contribute to the vicious cycle of telling untruths by sharing a dubious or misleading comment on someone else’s thread. The truth will eventually come out. When clients and other professionals discover that you haven’t been honest, it can damage your reputation.
3. Think Like the Media
Media companies are driven to create content that informs and/or entertains an audience. When creating posts for your social accounts, use the same strategy. For example, a training barn could promote a training video or horse competition highlight. It is key to link to other reputable resources and not just rely on your own news.
You also need to educate yourself on the facts about controversial issues. In order for activities involving horses to survive a changing society where the majority of people no nothing of large animals, horse stable owner and trainers must be able to explain why certain animal rights campaigns are not good for animals.
4. Take the High Road
Negative news is fodder for viral posts. Taking the high road also applies to other users' posts. Refrain from jumping into the thread of a controversial subject until you know the facts and are confident the situation is true. The world doesn’t need any more negativity, and if it turns out that what is posted is untrue, that can damage your reputation as well.
5. Acknowledge Different Approaches
Horse professionals can be strongly divided on training techniques, general horse care and more. When sharing your opinion, especially on controversial issues, acknowledge the views as your own. Be sure to preface your communications by stating this is your opinion based on your experience and might not reflect the experiences of other stable owners or trainers.
As a stable owner or horse trainer, you are in a special position to influence people you know and people you will never meet on your social medias. Be cautious about the facts behind the story, and keep your comments kind, because what happens on the internet, stays on the internet.