Do you remember that sitcom Cheers about the some regular bar goers and their favorite bar? Whenever a certain guy came in everyone hollered his name. “Norm!” He came in so often the staff and customers all knew him by name. Even the show’s theme song was about going to a place where everybody knew your name was was glad you came.

If you’re wondering what all this is about I’ll explain. When you use Social Media for your business you can extend what I call the “Norm” Factor online. You can great customers who post regularly on your Facebook wall. Thank your customers for positive reviews and testimonials. You can even use Facebook, Twitter and Foursquare to have special offers available for your social network. By offering your customers a personal touch through Social Media they can get the “Norm” factor feeling anytime not only when they visit your business in person.

Here are four tips to creating your own “Norm” factor using Social Media

• Start conversations:

Sam the bartender would ask Norm and the other regulars about their day when they came in for a drink and they would tell him. He would listen attentively and over time they all became good friends. The customers knew Sam the bartender really cared and that’s why they kept coming back to his bar instead of buying their drinks elsewhere.

Social Media like Facebook, Twitter and LinkedIn allows you to chat one on one with clients/fans and at the same time share the conversation with hundreds or thousands of interested parties who want to see how much you care about your customers needs.

Ask questions and find out what your fans really need or want. Then give it to them.

• Listen to the conversation:

You can listen to your customers and provide advice and solutions using social media just like the bartender on the show offers patrons advice. And just as the bartender knows the drinks of his regulars you can know what products and services your regulars like and let them know of upcoming improvements or discounts.

I know when I go to my favorite gas station the employees are happy to see me and ask me about my day. They notice if I haven’t been by in a while. I let them know I’ve been out of town. Same thing happens at my credit union and my favorite restaurant. Something similar happens on Facebook and Twitter and LinkedInwhen I post comments about businesses I like or have an interest in.

• Encourage brand loyalty:

You can reward frequent customers in a variety of ways while keeping them interested in your postings. Post tips on and have a Customer of the Day or Week. Encourage them to share their stories. Have contests and let your customers post photos showing how much they enjoy your products. When a rival bar would compete against Cheers Sam the bartender would rally his regular customers to help him win. The customers were happy to support their favorite bar and did whatever they could to show they loyalty.

• Get personal:

Let prospective customers see that you would provide the “Norm” factor online and in person. Your customers aren’t numbers they are people you are happy to serve and you want to get to know them by name. You can be more personable by sharing your community activity on social media. Let you customers know about your favorite non-profits, share your employees of the month, post snippets of info about your hobbies or pets to keep it personal. Share the same stuff you would talk about face-to-face but on a wide scale. Everyone knew the bartender was a former baseball player and loved sports. They also new about his beloved car which I think was a Corvette. Let your customers know about you and give your business personality.

Use your social media to make your business the place everyone wants to go because you care enough to know their names!