Whether it’s with her supper club operation Potluck Cornwall or design and print company Leopard Print, Taor Morris has never been a fan of cold calling to drum up business. Instead, she’s used social media platforms such as Twitter to interact.

Her most creative use of this culminated in a cooking demonstration and dining event featuring a celebrated Australian chef.

“I came across a gentleman that my family and I had seen on TV because we are huge fans of Australian Masterchef. Kumar Pereira and I got into a discussion over Twitter and then emails were sent,” she said.

Within five days Taor had got in touch with his publishers, had his recipe books delivered, picked Kumar, his wife and mother-in-law up from the airport and held a cooking demonstration and dining event for 14 people.

“It was a pinch yourself moment and just goes to show that if you use Twitter well lots of opportunities can happen for you,” she added.

Social media has become a place where brands, industry personalities, customers and others converge to talk about the things they’re passionate about. It’s a great platform to forge new relationships and jump straight past those gate keepers that make cold calling so painful.

More small changes that work

From maximising local partnerships to reducing waste, Britain's hospitality firms are out to prove that small, creative changes can make a huge difference. Catch up with the other seven stories in the series below:

• Rising waste costs triggered a host of sustainable changes
• Visiting another business inspired new ways of working
• A £4 toothbrush sparked an idea to delight customers
• Strong supplier relationships freed up funds to invest elsewhere
• Building new revenue streams around your point of difference
• A creative approach to sustainability keeps customers coming back
• A local partnership created a cost-effective marketing opportunity