Forget follower counts and viral videos... what if your social media strategy actually brought people through the door?

In this refreshingly honest workshop, Jeremy Lyman of Birch Coffee and @coffeedogguy breaks down how coffee businesses can stop chasing clout and start connecting with the audience that matters most: your local customers.

• Beyond the Hype: Why a massive following isn’t the goal - and what to focus on instead.
• Personal vs. Brand Accounts: Real-life comparison of Jeremy’s influencer presence vs. Birch Coffee’s business account.
• Content That Converts: Tips for creating valuable, authentic content that resonates with your local community.
• Metrics That Matter (Or Don’t): Why post analytics may not be telling the full story: what to track instead.
• Defining Success for Your Business: Aligning your social media goals with real-world outcomes like customer retention, foot traffic, and revenue growth.

You’ll leave with a more intentional approach to social media: one that’s built around your actual business goals, not vanity metrics. Whether you’re a shop owner, marketer, or barista with a side hustle, this session will help you rethink what online success really means for your coffee business.