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From the newest features in

social media to
old-fashioned email lists...

Social Media’s Mark on Coffee

A company’s online presence is often the first impres-
sion a potential customer has, so it is essential to make it a
great one. Putting your business online is more important
than ever. 8BIT asks, “If the customers are there, then what
reason is there for us not to be there?”
Turning a casual cafe goer into a true fan is one of the
best ways to get the word out about your brand. 8BIT explains
that the top asset for any coffee company is their consumer
trust, adding that “usually, the downfall of a brand does not
come from fading away, but from trust bankruptcy.”
When it comes to trust, Stell from Portland Coffee
Roasters knows that “people’s expectation and standard for
coffee is very high ... not only for the quality and taste of the
final cup of coffee but also true with how the brand contrib-
utes to our communities and runs its operations in a socially
responsible and environmentally conscious manner.”
A roaster has to cut through the digital noise to effec-
tively communicate their values and show coffee enthusiasts
what their cafe stands for. If you can’t share your coffee’s
story in person, then it’s time to get online.
Although businesses have never been more connected,
online media can often feel cold, invasive, or impersonal. A ible line between the coffee aficionados and the casual
livestream is different. There’s no time for effects or editing, drinker can quickly dissolve, making everyone an integral
so it feels more real than what users are accustomed to. It is part of your cafe’s world. Embracing livestreaming will wel-
a way to involve your customers in the conversation so they come customers to your coffee more deeply than conven-
build trust in the people and the products behind your coffee. tional advertising and keep your brand fresh in their mind
Through social media, a cafe can show the bean-roast- when doors open again across the country.
ing process in detail, explaining it each step of the way. They Artisan roasters and cafe owners around the world are
can educate consumers on what makes their quality coffee using technology, from the newest features in social media
so special, from the differences between Arabica and Robus- to old-fashioned email lists, to remind coffee lovers that their
ta beans to giving tutorials on how to make the best pour- community is still here. In these uncertain times, you can
overs at home. Viewers can reply in real time, documenting still enjoy a cup of your favorite locally roasted coffee while
their attempts or asking questions along the way. The invis- chatting to the friendly barista, even if it’s from across town.

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