Let’s talk about leverage, which can be defined as a strategic advantage. You want a strategic advantage, right?
Imagine you’re a restaurant owner and you receive a poor review by a local newspaper. In a previous life, you might just have to suck it up. You didn’t have the reach or ability to immediately get your loyal customers to work supporting you. Today is different. Today, if someone reviews you poorly, with social media you can decide to fire back immediately.
That’s just what Macado’s did when they received a poor review from a food critic at The Roanoke Times. Macado’s asked its 7,400+ Facebook fans to overwhelm the critic’s inbox since their menu overwhelmed him so much. They took it a step further and offered a $10 gift certificate to a random person who shared their e-mail to the critic on Facebook. The request has over 50 comments on Facebook indicating their opposition to the critic’s review and their support of their favorite sandwich.
How is that for leverage? Macado’s was able to mobilize its fans immediately. Shouldn’t you have that kind of leverage too?
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