The concept of a “Social Media Butler” was first introduced by a local hotel in NYC leading up to President Obama’s inauguration in 2012. The hotel used the “Social Media Butler” perk as part of a package that included extremely lavish features like a car and a driver, four days in the presidential suite, a $5,000 Brooks Brother’s shopping spree and the services of a social media butler to document the experience and tweet it to the world.
The idea was novel for sure but the concept was not purchased by anyone. Part of the problem was that the package was richly priced at $47,000, an amount that even the ridiculously rich scoffed at. It was too much of a pie in the sky type of thinking.
The idea of a “Social Media Butler” was good in theory, but in reality noone could really wrap their mind around the concept of paying a huge sum of money to have someone do something that they could do themselves. The idea failed because the concept was not applied in the proper scale. It was almost like the cultural impact of the “Concept Car”, where an ultra futuristic car is built that can never be produced because the technology needed to build it with those features does not exist at the time.
This thinking regarding the Social Media Butler continued until March of 2013, when a Northern New Jersey social media company, PCB Social Media Arts, LLC, applied the concept to the level of local business, creating perhaps a phenomenon that has started to catch on throughout an industry that is currently living through its infancy in its own right.
Here is how it is applied on the business marketing level, it is a Friday night and the company is shooting on location inside the kitchen of a local pizzeria. The chef and line workers have taken care to prepare all of the night’s dishes with the upmost of creativity. Using an Ipad Mini, the PCB technician takes pictures as the food is just about to leave for the dining room. Mouth-watering images that scream to be eaten, that are meant to tantalize the taste buds and tempt your ability to resist. These images are then immediately tweeted on Twitter and posted to Facebook as fast as possible.
The people who follow the restaurant/pizzeria and thus have them in their “news feeds” see the images in real time. When the images started to hit their social media platforms they were met with comments, likes and shares all in response. In some cases where the item was perhaps limited, the restaurant actually started to receive phone calls to check availability. The comments posted by the restaurant’s followers were also responded to in real time as well, resulting in a well above average customer engagement. Due to the success of that first Social Media Butler job, the company started to take a more serious approach to developing it further and the results have been very positive.