COMMUNITY NEWS
on Instagram in conversation,” Fiveash continues. “We are also nding that the new followers we are gaining align more with our demographic and share our passion for the outdoors. By focusing on storytelling, we’ve built stronger relationships with our community, both online and in stores. As we continue to grow our pres- ence, we’re excited to see how these authentic interactions lead to deeper brand loyalty. Social media isn’t just a tool for promotion for us—it’s become a platform for building lasting connections that resonate with the people who love what High Country represents.” Adds DeAnn Echols of Great Outdoor Store in Sioux Falls, South Dakota: “We have great success with our videos. We like to bring in the customer with something playful that re ects our personality but also is in- formative. We nd that custom- ers love to see and engage with our sta on our social channels, so we try to focus many of our posts on that.” —Aaron Bible
The staff of Great Outdoor Store poses at a friend’s farm (here and below). These photos killed it on social.
How Can You Do Social Media Better? Learn from the shops that are using the platforms to increase sales and build community.
I t’s a running joke, really. Social media is either the bane of your existence or a daily passion. You can’t have it both ways. The paths to success and ROI from social media are sometimes ba ing at best and often just downright frustrat- ing. And it always seems like some people are simply better at it than others, whether they are following the trends and algorithmic whims or not. Some retailers report that the changing algorithms, spam, and bots have largely forced them to give up on Facebook al- together, much like the entirety of Gen Z, while others report that organic growth and reach have become next to impossible to achieve. The idea that social media has become a pay-to- play environment is very real for many small business owners who used to rely on free and
easy social reach 10 years ago. High Country Out tters, with eight locations around the At- lanta area, has found success in simply viewing social media as a modern-day billboard or elevator pitch for new and potential cus- tomers, says Charlotte Fiveash, social media and marketing manager. “First impressions are everything, and customers nowadays will check out your social pages oftentimes before your website or physical stores. They will make a subconscious decision at that moment if they want to do business with you in the future. This is a chance to stand out by being authentic and showing your company’s true colors,” says Fiveash. “Rather than pushing products and brands that change season to season, we are creating content that tells the story of High Country and
who we are in a fun, creative, and engaging way. We’ve found that, in doing this, our longtime customers and followers are more likely to not only engage with the content, but also to come by our stores and bring up that funny video they saw
4 GRASSROOTS STORIES
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