Social media has been making an impact on the hobby world for years now, as has online sales. The question I pose today is how does this effect local fish stores (LFS)? Obviously, the following are just my own observations, though I have been closely following the trends for a long time now, so maybe this can be of some use. As so often happens with blogs and online posts, we preach to the choir. In effect our influence is limited at best. To quote a favorite author, "It is one of the most beautiful compensations in life, that no man can sincerely try to help another without helping himself." (Ralph Waldo Emerson)
The benefit social media offers goes beyond a way to stay in touch with one’s friends and family to include a sense of connection with like-minded people. We all enjoy feeling connected to a community and since many of us have lost touch with our own communities we seek those we can relate to, who have the same interests and beliefs. Let’s face it, the world around us can seem scary and cruel. Who wants to deal with conflict more than they have to? So, we escape to a haven “out there” in digital land, social media. Video games have joined the realm of social media as well. In fact, the world of in-person activity and events we once knew doesn’t really exist any longer. Sure, there are clubs, events, and groups to engage in, but for the introvert, why bother when social media offers a somewhat anonymous, detached, and free of responsibility connection. Everything seems to center around commerce and requires money. Even the CAS meetings have mini-auctions for members to make funds to support their hobby. Social media is easy and costs very little, so by the law of entropy, it often wins out.
This is all illusion of course, but one which entices millions! Speaking for myself, I find Facebook my drug of choice. Before this there was MySpace. I also dabbled in SecondLife, but that was for a different reason than hobbies. (wink,wink) My experience with other social media platforms is limited, though I have given several of them a go and decided they are not for me. Band.us is one that I still use, though infrequently. The only other platform which seems well suited for the aquarium hobby is Instagram. To me it just seems to demand too much attention. Twitter is definitely not my thing. The younger crowd utilizes social media far more than I, a baby boomer. For those who like to sell and trade, craigslist offers practical and effective results. Certain items sell best on different platforms, and I have found much more “luck” on Craigslist than I have on Facebook or Band. Nothing I have posted to Band has sold, and only plants or inverts sell for me on FB. All the tanks I have sold were Craigslist items. I am sure there are other community yard sale boards and sites which also serve as a good resource, though I have not found a reason to use them.
The local fish stores use social media to connect with their customers, at least the successful ones do. Social media acts as a conduit to customers and makes the LFS part of the community. They are doing this out of necessity, because if they didn’t, folks would simply go elsewhere or shop online. The LFS’s are jumping into the online game too. If you can’t beat them, join them! If you look at the websites of many of the 36 LFS’s in Colorado, you’ll notice they have online sales as well as brick and mortar. By networking and sponsoring large online platforms and brands a LFS can often supplement their income enough to offset the expense of operating a store. This is the way they will survive the future, by connecting with community, both online and in person. Community it seems encompasses far more now than just those who live nearby. The internet and social media have connected the world.
All in all, social media definitely makes a splash in the aquarium hobby, and for some has changed completely how they interact with the pet communities. As mentioned before, I have found the ones which work for me, and I suspect you have too. Perhaps it is time to try some new ones. Colorado Aquarium Society has been a wonderful connection for me, even though at times I find it difficult to connect in person. I do recommend checking them out and going to a meeting or two. As for the future of the aquarium hobby and social media, I see the relationship growing and becoming more intimate. Ultimately, technology is just an extension of our minds making the connections all the more convenient. Reach out today and touch someone.
Sequoia Elisabeth
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