Despite multiple uses of the word "social," Social Media Club Nashville's February event, an ice cream social at Tasti D-Lite, wasn't just a party. In addition to meeting other people who are working in social media, we heard from Tasti D-Lite's director of information and social technologies about how the New York-based frozen yogurt chain is using Facebook, Twitter, and Foursquare to engage its loyal fan base.

While Tasti has been conversing with customers on Twitter, Facebook, et. al., the biggest takeaway from the event was its rewards program. What makes the TastiRewards loyalty program unique is that card holders can register their card online and opt in to notifying their networks when they buy a cup of fro yo via Twitter, Facebook, or Foursquare. When they swipe the card at point of purchase, they get a point for every dollar they spend, plus a point for every tweet, status update, or check in. Tasti gives them a reason to tell their friends every time they stop by, and the store makes it easy by doing it for them automatically.

Tasti D-Lite recognized that friends might get sick of hearing about every time someone gets a sundae. They went an extra step and decided to reward followers as well. Every fourth or so time a customer checks in, Tasti adds a link to a coupon in the message. Here's why we think fans will embrace this program:

• It's optional. You're not obligated to participate, but you are rewarded if you do.
• You have choices. You aren't restricted to a boring message - unless that's the one you choose. There are about 10 others you can use instead, or rotate several.
• It takes your followers into account by rewarding them, too.
• It's free.

Tasti D-Lite seems to do a good job of balancing listening, engaging, and rewarding its customers. It's something other consumer--and B2B--brands can learn from.

UPDATE: Inc. published an article earlier this week that features Tasti and how it is attracting customers through Twitter and Facebook.

Social Media Club Nashville is a non-profit that brings together "the people who create and consume media who have an interest in seeing the ‘media industry’ evolve for everyone’s benefit." The monthly events are free, and for the rest of the year Yazoo Brewery will host the meetings.

About the Author

Nikki Klemmer is an account supervisor at Atkinson Public Relations.

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