Fly on Corporate Wall

Some day soon there’ll be an award for best use of the social media, and one of the contenders will be Jongjai Kitsawang’s Jeh Jong fried-pork shop on Rama IV Road. Yes, the eatery has been featured on TV and the food is both delicious and affordable, but its success is due mostly to the gadget media.
Sirikul Laukaikul – who is @nuibrandbeing and knows all about this stuff – singled out Jeh Jong at a Digital Branding seminar yesterday, saying no other small or medium-sized business can match it for clever online publicity.
He noted that Jongjai was in touch every day and all day with her more than 3,000 fans on Twitter via @jehjong (that’s her nickname too). She tells them what she’s buying at the morning market and what she’s doing last thing before closing.
Sirikul stressed that success on social media stemmed from sincerity. “You can be anyone you want, but instead just be yourself, because no wants want to communicate with pretentious tweeple,” she said.
Jeh Jong also has 30,000-plus friends on Facebook, where she posts tantalising photos of her food. That’s yet another way to hang on to the spotlight in today’s “attention economy”, Sirikul said.
Jeh Jong doesn’t need a master’s degree in business because she’s a natural master of the promotion game. Those food photos are accompanied by honest explanations about the price, and everyone wants to leave a comment.
Customers with big takeaway orders can find her phone number on Twitter or Facebook, and she makes sure they know where they can park when they come to the shop. Getting your meals delivered becomes a snap online.
Jeh Jong specialises in a one-dish meal that anyone can afford – some call her the “darling of the poor” in gratitude. That meal comes with endless refills of rice and veggies until you’re thoroughly stuffed.
So she’s doing well? Everyone’s doing well. During the flood crisis she was run off her feet filling bulk orders for people wanting to donate fried-pork meals to victims and rescue workers.
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