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ROASTERS REALM by Poul Mark IN STAG RA M.C OM/ TR AN SCE N DCO FFE E Getting the most out of Instagram and Twitter N ot long ago, I received an email from a friend when I be useful tools in growing a company's reach and popularity with errantly tried to follow his dormant (but still techni- its customers. cally active) Twitter account. "Social media, Poul? You I was an early adopter of social media, as I am with all don't have that kind of time. And things tech. I surmised that our neither do I." I quickly and uncerlittle company, Transcend Coffee, emoniously unfollowed him, to his could engage our fledgling but loyal Creating and sustaining a visible and effective delight, and he soon after deleted customer base more effectively via the account. Twitter than by relying solely on online presence takes time and effort, and His response posed a poignant email newsletters. Having jumped your efforts should align themselves within question though: Is social media into the fray with both feet, it was a colossal waste of time? Is it a natural move for us to utilize your overall marketing strategy. What is at the a brain-sucking, work-avoiding Instagram when it surfaced with core of your company? What are you trying activity that should be relegated wild popularity in fall 2010. to lunch breaks or the weekends? The photo-sharing app Instagram to communicate? Who is reading your tweets I would argue, albeit in a qualified was created by Kevin Systrom and and viewing your photos? manner, that social media is not Mike Krieger, and within two short trivial. While I don't have hard months of being launched, it had data to validate my perspective, I more than 1 million registered do have anecdotal evidence and personal observations to sug- users. By the time I started using Instagram to share photos of gest that social media, specifically Twitter and Instagram, can my trip to El Salvador in spring 2011, the site had nearly 5 million 52 Fresh Cup Magazine | freshcup.com