In 1989 we learned that there is a little dive bar called the Double Deuce. Now this place was a bit rough, to say the least. Well, to put it plainly it a place where they sweep up the teeth at closing time. There is a stage that the Jeff Healy Band plays behind chicken wire. It’s not Chucky Cheese. by any stretch of the imagination.

The new owner of this fine establishment is wanting to change the clientele. He doesn’t want it to have the reputation of a place to get free dental work. So he goes out and hires the best cooler around. The best cooler around is named Dalton. He has a reputation of cleaning up bars and road houses and for being taller than what he actually is.

A cooler is in charge of the bar bouncers. So he watches and learns, and at the end of the night introduces himself and lays out the ground rules. These three simple rules

Now as the clip shows this is from the movie RoadHouse starring the late Patrick Swayze. I have always enjoyed this guy movie and as I watched it the other night I saw something new through the lens of social media. These three simple rules can be applied to your social media strategy.

Social Media Road House Rule: “One, never underestimate your opponent. Expect the unexpected.”

Now you may say well Duh! but I want to challenge you to apply this to your Social media strategy. Many people underestimate your competition. The owner may think they know what their competition is doing. Yet you could be underestimating your opponent.

There are several different dirty tricks that could be performed your competition.

Negative SEO

Bet you haven’t heard that before. This is the act of using black hat SEO strategies that affect your business. your opponent may as far as paying a foreign SEO company to link to your website.  These Companies will give you hundreds of backlinks. Using these and other tactics to induce Googles Panda and Penguin penalties. Which can then take time for you to have to untangle and disavow those links. If you don’t disavow those links your Search engine rankings will suffer.
Your Opposition may pay for someone to post hundreds of negative reviews on Yelp, Facebook, or Google. Google looks at the reviews of your site and applies it to your ranking. Also, it affects your potential customers. That’s because they see that your 3.5 stars are a bit too low. Your potential customers will go to your competition who has a better review ranking.
If you don’t think your customer would do that you are sadly out of touch with your customers. Even Business to Business people are looking at your ratings and reviews.


Sniping the act of getting to a potential customer’s social media question and solving their problem before your competition does. This happens a lot on Twitter. which is why I always recommend that you monitor twitter and have an official twitter account. You don’t have to post daily on it (Though it would help), but at least meet your customer half way and give them a channel that they prefer to use. If you don’t your competition will, and I wouldn’t blame them. That is too easy of pickings to pass up.


Social Media Road House Rule: “Two, take it outside. Never start anything inside the bar unless it’s absolutely necessary.”

Let’s say you have an unhappy customer. He is ranting a raving about how much you have short changed him. This unhappy customer is ready to mount a campaign against you and your business. He has given you a 1-star review on Facebook. How do you handle that? Best way to do it is using Rule Number 2. Take it outside. Have the conversation away from the eyes and ears of those customers around you. This conversation can easily take place in private messaging.

Either way, take it off of the public arena and talk to your customer. Make them feel important to give them the needed customer service they believe they were slighted. If you take the time to fix the problem whether it is their problem or yours it doesn’t truly matter. just give the person a place to state their problem and see if you can fix it.

If you are able to fix the issue. Don’t ask to remove the bad rating but ask them to amend it and say why they are making the change. This will show new people that you are willing to help them when they have a problem.

Social Media Road House Rule: “…three, be nice…I want you to be nice until it’s time to not be nice.”

There are times that you will have a person give your page a bad review. You may find that after helping a customer. They don’t want help. They are just looking to attack you and your business. Often these people are called trolls and they can get very nasty. Many times these people don’t want a resolution they want to “elicit a prescribed response”.
More times than not people know when they are looking at a troll conversation. If the customer sees that the business owner is being nice and exercising restraint. They will be more comfortable to come to you. You are showing them you are patient. There is a good chance that You will be willing to over look their “stupid” question. Your business could provide them with great customer service.
A good rule to use is found in Hug Your Haters by Jay Baer. Give the person who is complaining about you three tries. As for them, if you can take it offline. If they don’t the complaints. If the troll keeps on with the abuse. Then after the third try, you can ignore them, block them. In other words, you can stop being nice but in a nice way. So be nice until it’s time to not be nice.
These rules are actually pretty simple as long as you remember them. Remember that when it comes to social media it is ultimately about the customer experience. Just like the Double Deuce, you will attract the customers you would like to have. if you practice these three simple rules.
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Bryan Goodwin

Social Media Manager at Goodwin Social Media
Bryan has been in the social media field in one form or another. whether it is blogging, podcasting, or trying out the latest social network . There is a good chance that you will find him talking somewhere.
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The 3 Simple Road House Rules for Social Media
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