I love social media. Facebook and Twitter are always open in the background of my computer, and I am not ashamed to try my luck and tweet at my favorite celebrity. But recently, my favorite celebrity has been a cupcake truck, who I shamelessly follow on both Facebook and Twitter, and always know its whereabouts. Not much can motivate me to jump out of my seat and run downstairs like these amazing treats. The cupcake truck (@flirtycupcakes) uses the same traditional idea as an ice cream truck and delivers fresh baked and delicious cupcakes around the city. The truck alerts Twitter followers and Facebook fans about its location, and with around 4,000 followers, there is always a line.
But Flirty Cupcakes is not the only one that had this idea. A new trend has arisen, in which food trucks are swarming cities and Tweeting their locations at hungry followers. I, for one, love this idea. It is incorporating two of my favorite things, social media and food made in a truck. Currently, there are hundreds of food trucks selling everything from easy sandwiches to fancy French cuisine, all shouting their messages from Twitter. On the recent Food Network hit “The Great Food Truck Race” all of the contestants have Twitter streams announcing updates about the show, and where they will be located next. There are even Twitter accounts created for the sole purpose of trying to get more food trucks brought to users areas (@chicagofoodtrux, for example). The food nation has discovered Twitter, and they like what they are seeing.
While this idea sounds perfect in its planning, it also has much bigger implications. Social media is being tweaked and twisted to fit business plans that live solely because Twitter does. Without Twitter or Facebook, these food trucks would (sadly) be out of business, or at least selling much lower quantities. These foodies have piloted the idea of basing your business totally off of social media. And so far, the idea seems to be working. Serious Eats has started compiling a list of food trucks that are currently on Twitter, and even claims “[i]n retrospect, it almost seems like Twitter was made for this purpose.” And when users see the great way that these food trucks are incorporating the social media tool into their businesses, it does almost seem too good to be true.
These food truck owners are finding that Twitter is a reliable and fast way to reach their users. They can notify them instantaneously of their location, and users can respond back with things they would like to see on the menu. Also, as all Twitter users know, there is always more incentive to follow someone if there is a tangible reward at the end, and these trucks have delicious rewards for its followers. It exemplifies perfectly how social media and business should work together. There is a give and take between the food trucks and their users, and it demonstrates how interactive people really can be with businesses. The food trucks cannot survive without their followers, so they must listen to them in order to give them what they want. It is a perfectly open line of communication that is a wonderful diagram for other types of businesses to follow. Interaction is key in these communities, as without it, neither the consumer nor the food trucks themselves would succeed in getting what they want. While food trucks seem to be the perfect model, there are plenty of ways that brands and businesses can use this model to interact and engage with consumers as well. By inviting consumers into a community, brands are able to find out what exactly these people want and will be more suited to give it to them. Interaction is the key to engagement and success with this example, and many brands have the same opportunity to make it happen. Whether it is through Twitter or Facebook or even through a blog post, brands have endless possibilities of engagement through social media.
Social media should not just be implemented by companies in order to reach the most fans or followers. Businesses genuinely need to listen to the users in order to return on what they are asking for. Yes, it is nice to have the most followers, but if there is nothing you can do for those who follow you, there is no point. Businesses need to be open to listening and interacting with their followers in order to make the customers feel that they are connected with the brand, as well as delivering what they are asking for. Brands looking for loyalty and advocacy from their customers need not look farther than engaging them and asking them to interact with their product. As a cupcake lover, I have become an advocate for the cupcake truck and spread the message about its greatness, not because they are the best cupcakes I have ever had (which they are) but because I feel connected to the brand as a follower in the community. Food trucks have proven to do an amazing job of connecting with their customers and making their followers feel like part of a community. They respond to the demand that their customers are making, while creating advocates and fans for their yummy treats. Each food truck takes on its own personality, whether it is sophisticated or silly, and let it run from there.
Whether you are obsessed with cupcakes or if sandwiches are more your thing, there is a food truck and a community waiting for you to join. Hop onto Twitter (or refer back to the Serious Eats list) and find out what food trucks are around you. Then follow, and be amazed at the great way that they engage and interact with you and the rest of the food loving world!
Alyssa is an Influence Marketing Intern in our Chicago office.
