Focusing on the Right Social Media for your Brand

 

social media sites

Social media is far from how it was when consumers and brands started. Facebook was only for college students, then unleashed its platform for all consumers. Now brands and publishers are the norm, but consumers still hold the power when it comes to what they want to consume or avoid.

The problem for brands, especially small business and startups, it reaching your audience when so many social media are saturated with other businesses trying to do the same thing.

Not-so-fun fact: The reach for organic posts on Facebook is next to nothing. Dropping from 10% to around 2% in the last year, brands are struggling for cutting through the noisy clutter of our Facebook news feeds.

So what can startups do? Here are some tips for balancing out the lack of engagement on one of the largest social media sites with the other channels in your social toolbox.

Focus on your social assets.

Use social channels where your message isn’t hidden due to some annoying algorithm.

  • If you have a tumblr blog or site, with a built-in community —  your post will appear to those who follow (and/or are searching for your content) you every time you post. It is easy to be found and engaged with as long as you are putting out fun, fresh, visual content on a regular basis. It’s that simple.
  • Focus on twitter where your content can be found easily through hashtags. Yes the life of a tweet is minimal, but it doesn’t mean you can’t tweet out again later with similar messaging for your content to be seen by your followers/audience.
  • For fashion brands especially, visual channels like Instagram and Pinterest are where the money is at. Again hashtags allow Instagram to be fruitful for engagement. Pinterest with its ability to provide amazing referral traffic to blogs and retail sites is worth the time commitment.
  • Try some of the “newer” channels like Vine to tap into creative efforts, and in turn distribute on your main channels like Twitter where it can be watched in stream. It’s also great for rich posts, and easily shareable for the fashion and style audience.

Learn more on how to focus on your budget, with my full post on Startup Fashion.

 

Image via Jan Daciuk

 

How to: Use PInterest Guided Search to your Brand’s Advantage

 

How to use Pinterest Guided Search

Pinterest, a visual social platform known for being awesome for fashion brands, has been upping it’s ante when it comes to search.

A few months ago, Pinterest opened up Guided Search for consumers, which allows people to explore and discover more than expected.

This is great for brands, so they can be found and discovered even when people may not be looking specifically for them. It allows for more opportunities, and fun for both brands and consumers.

There are of course a few tips to ensure your brand is able to take advantage of Pinterest Guided Search:

Board Names: Consider board names that people look for such as “summer fashion” or “great gifts” (which Nordstrom does). They keep it simple, but fun.

Board and Pin Descriptions: Don’t use words like “cute” or “shiny” unless there’s more to it. Make sure your brand describes the object in the image. Make it enticing so people keep clicking through the board to find more. Be their favorite discovery.

Hashtags: Simple one word hashtags. #fall #fashion vs. #fallfashion (and make them worth the hashtag).

To learn more about links, keywords, and limitations, check out my full post on startup fsahion

Wanelo vs. Pinterest for your Brand

Pinterest and wanelo for business

Pinterest isn’t going anywhere anytime soon. It’s been rocking the visual content scene since its closed beta in 2010. It has over 70 million users (as of July 2013), with average of 14 minutes per session.

  • In fashion and retail, 18 percent of content engagement on Pinterest is driven by brands, 82 percentby community
  • 70 percent of brand engagement on Pinterest is generated by users, not brands
  • Pinterest pins that include prices receive 36 percent more likes than those that do not
  • Pinterest accounts for 25 percent of retail referral traffic

Then came, Wanelo, (also known as Want Need Love), in 2010.

  • Over 7 million products are saved 8 million times a day
  • Over 10 million users, up from 1 million in November 2012
  • Wanelo users spend an average of 50 minutes per day on the site
  • Products from over 200,000 stores, including major retailers to small independent shops

Yes, neither of these two channels are new per say. But they are still hot – for both brands and consumers. And if you’re still unsure, just check out how Nordstrom has expanded it’s use as of the past couple months – especially on Wanelo.

Wanelo, known for being a channel for younger females, has expanded the social commerce territory. It allows for brands to have another way to cross promote their products, and allow for direct purchase. Why is this better?

Let’s say I find the pair of black booties that I want for this Fall. However, there’s no link to the product, or if there is, it’s just going to a blog post. That’s not very helpful. Nor do I want to go to your site and search through pages of shoes to find the pair, and see that it’s already sold out. Make it easier for the consumer by being able to discover, fall in love, and purchase within a few clicks or swipes of a finger.

So let’s break it down further…

Pinterest Fashion Consumer Habits:

  • Search easier
  • Find what your friends love
  • Discover and plan your dream style and fashion wardrobe
  • Admire others, and follow influencers and brands

To learn more about Wanelo consumer habits and where your brand should focus, check out my full post on Startup Fashion

How to: Stay on Top of your Social Media Game

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Our lives are busy. We get up, work out (if there’s time), run off to our office (wherever that may be), check our insane amount of email while we slug some caffeine, and hope to make it through the day without having to take most of our work “home” that evening as well. So when do we stay on top of what’s happening in the world, what the latest trend is, and what social media app is hot now? We have to make time. The key is to find efficient and enjoyable ways to do so.

Here are a few of those that may suit your digital fancy…

1. Twitter - This one is a no-brainer. Some may feel like Twitter moves too fast, or it’s hard to keep up with the latest news. However, if you make a Twitter list for different categories you’re interested in, then you can focus on the content you want, and when you want to consume it. For example, you could have a news list to read on your commute in the AM (or while you’re at the gym); an entertainment list when you’re kicking back after dinner or taking a breather while grabbing a coffee; a publication list for your favorite magazines and bloggers who you like to follow. Either way, Twitter makes it easy, and the closest you’ll get to some of the “real time” news you need to know. Whether it’s Vine’s new app additions, the latest iPhone update, or a sports score, Twitter will have it all.

2. Pulse - A simple, easy, and user-friendly way to aggregate your news and publication content in one place. And since it’s been “linked up” with LinkedIn, you can share easily, as well as sign in through your LinkedIn account.

3. CNN Breaking News - One of the few apps I make sure the notifications are always on. It’s the app that lets you know when crazy shit goes down, right then and there. Seriously.

4. Flipboard – Similar to Pulse in some ways, with the aggregation. The difference is mainly for brands. The ability to have mobile experiences for your content is more expansive on flipboard. There are also more ad opportunities for your branded content. From a consumer perspective, it’s more about your preference on what you prefer for your user experience. Swipe or Flip?

5. tumblr - You can make tumblr another news feed type source if you subscribe to the blogs of the brands and publishers you love to consume. For example, I follow brands who put out cool insider content that you can’t always get on any other site or channel. It’s not always the of the minute news, or mainstream announcements, which is why it’s awesome. For example, you can get first time releases, TV Show premieres, and behind the scenes type content.

So in the end it’s all about your preference. No time? Corral it one place. Prefer different apps, that’s ok too. For example, Mashable has a great app where you can swipe through their daily content with ease. And if you and your friends have a favorite app or tool, please share!

Image Source: Techcrunch

This post was originally written for Marketing on the Rocks.

How to: Be on Top of your Instagram Game

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Instagram has become a playground for consumers, influencers, and brands alike. It’s a perfect storyboard for visualizing your brand, your daily life, and the passion points individuals have. It allows one to engage with others through a visual digital scope – and I for one love it myself. Sometimes it’s easier to capture a picture that tells more than words could describe. And it doesn’t hurt that people are more likely to share an image that grasps their attention than an article they just skim. So your brand has decided to join the land of images, but now what?

Instead of me continuing to tell you how awesome it is, and how it can benefit your brand, let’s break it down into an actionable checklist you can take away and reference as you move forward…

What you need to get started:

  • A strategy that folds up under your social content strategy overall and works with your other social channels
  • About a dozen or so photos to get started with with a cadence on how you’ll distribute
  • A profile photo and quick summary bio (including a link to where you’d like to drive your instagram audience – is your website? blog?)
  • Cross promotion across your other social channels, so people know your brand exists on instagram

Quick tactics that help your brand get embraced by the instagram community:

  • Research hashtags being used by your audience, competitive brands, and those with the passion points you are trying to reach
  • Unlike Twitter where hashtags are kept at a minimum, it’s ok to use a few more here (especially in the beginning when you’re still trying to gain traction)
  • Keep note of daily and weekly hashtags that occur that are connected to your brand and campaigns (ex. #throwbackthursday, #traveltuesday, #fashionfriday)
  • Like and comment on consumer / influencer photos
  • Reply to comments on your photos
  • Avoid filters and make your photos professional and appealing (photos that include the color blue, are more likely to be looked at and liked).

The ways you can use instagram:

  • Give sneaks peeks into new product lines
  • Show event photos
  • Behind the scenes action
  • Tell a story around a campaign
  • Allow an influencer to take over your instagram account for a day
  • Have a contest and do a fun giveaway
  • Integrate within your website and blog for more exposure of the content

The things you may not know, but should:

  • The ultimate compliment on instagram is a regram of another’s photo
  • As a brand you may want to ask permission first and you can through direct message if you prefer to do it privately
  • Links in comments are not clickable, so make sure to put the most important one you’re driving to in your bio
  • If you’re trying to sell retail through your instagram, consider style tools that help youmonetize your brand on instagram

Bonus:

  • My number one tip for almost all social channels – be human. Have fun. And see where the community takes you.

Note – I focused mostly on images here, but videos are a great way to use your Instagram account too. Sprinkle them in, but don’t make them every post, as Instagram is definitely more of a photo channel first and foremost. Have questions on how to get started or optimize your instagram as you move forward? Reach out in the comments below!

p.s. I instagram everyday because I’m a bit of an #instageek.

Image source: Nordstrom Instagram

 This post was originally written for Marketing on the Rocks.

How to: Kick Butt with Reddit for your Brand

Reddit, an open-source community (which has been around since 2005), is not new in today’s social world. However, it is unique and quite powerful when it comes to content and the community that powers it. For example each user (redditor) can vote on which stories (content posted) and discussions are worthy (aka important) and the most voted upon stories rise to the top, while others stories will drop. Anyone can create a community (subreddit) which is independent but also moderated by a team of volunteers (similar to wikipedia in that way). When it comes to comments on posts, anyone can do so. These comments can be important as they can and usually add more color to the content posted,  and/or potentially some entertainment and humor.

For those who are not sure about the power of this community. Just check out these stats (as of July 2014):

Unique Visitors: 114.5 M

Global Expanse: visitors from over 190 countries

Total Pages Viewed: Over 5B

Active communities: 7,800+

Active users: 3M+

Active voting: 22M+

Additional info useful to brands:

Roughly: 60% Male vs. 40% female

Mainly: desktop users

Time spent: 15 min per session time (approx 3 times a day)

So now what? Should your brand be a part of this community? Not necessarily.

The brands who step into Reddit, are daring, confident, and willing to be kicked in their content chops a few times. Reddit users are rabid, they care about their communities like they do their best friends. They don’t want sponsored content spamming their communities every day. However, if that content is worthy, fun, entertaining, and fits the voice and tone of that particular subreddit, the redditors may accept it.

Although there are particular rules for Reddit, here are some additional best practices to consider when your brand decides to break into the Reddit World:

  • Restating this from the rules, because it’s necessary: Don’t ask for votes. It’s tacky, seems desperate, and normally works in the opposite way.
  • It’s a community. It’s meant for true discussion and sharing.

If your brand wants to run a reddit-specific campaign or contest:

  • Partner with Reddit and target users within certain subreddits.
  • Use human speak. Don’t use marketing jargon.
  • Monitor and respond to questions and comments daily.
  • Entice the community to be active and engage with the content through the comments. Get them to be competitive with one another.
Most of all, just drink some of the reddit “juice” and have some fun. Challenge your brand to kick some butt.

And for those still hungry for more info  - here’s a cool Makers Mark Example on Redditand here are some best practices from Redditors.

This post was also written for Socialnomics, and can be found here

Nordstrom stays ahead of the Social Media Curve

Nordstrom, the brand that has been cutting edge in both mobile and social, has done it again. It’s kicking butt and taking names with another visual app. First, there wasPinterest, where they did a great job of integrating online and offline. The brand took loyal UGC content, and “pinned” their actual items within the store — showing what consumers preferred most. This allowed some consumers to feel special, and others to get intrigued and excited by their purchase. They were allowing consumers to tell their story, and become part of the Nordstrom story (and vice versa).

Linking online and offline, seems easy, but not always the case. It’s taking different sets of behaviors and figuring out how they work together. People have very unique mobile and social behaviors, and they not only by device, but also by channel. For example, a primary behavior on Pinterest is dreaming and planning. People plan their future homes, their weddings, the arrival of a new baby, or a summer vacation. Others dream about what that wedding will be like when they arrive their one day. And others are inspired by the dreams and planning of other Pinterest users and influencers. Those dreams and plans can become a reality when you walk into a store like Nordstrom and you see those sparkly heels for your Big Day. The bride-to-be is walking into the store to be inspired in person. She may also be on a mission and searching for something particular. And a store like Nordstrom, can help her search, and/or help her “discover” more than she had thought she could find or imagine. It connects her online inspiration, with her in person discovery.

Recently, Nordstrom helped their audience connect with the products they “want” and “need” from their mobile behaviors to their in-store behaviors through Wanelo. They are are integrating social TV displays within their physical stores. This will allow the younger audience (mostly female) to be inspired and discover along with other fellow fans – what is most loved and wanted by others. Along with Pinterest, and sites like Polyvore, Wanelo allows for unbelievable engagement with products as well as referral traffic to sites and points of purchase. And if Nordstrom’s 1.2 million followers on Wanelo, wasn’t enough proof, check out these stats:

  • Wanelo went from 1M to 10M users in 2013
  • With 200,000 product uploads, Nordstrom had 30 million product saves by consumers
  • There was an average of 343 saves per Nordstrom product

I am sure the in-store integration will  not only increase the awareness and engagement for Nordstrom, but bring the awareness of Wanelo itself for other brands through the offline audiences. Fashion brands, take note - social shopping apps like Wanelo are a gold mine for style trendsetters and fashionistas alike. And this isn’t to say that other brands can’t excel. When it comes to home decor, it’s a similar playing field (with a lot less players). Get after it.

Sources: Racked.com; Buzzfeed.com; Techcrunch.com

This post was originally written for socialnomics, and can also be found here 

Monetizing your Brand through Storytelling App Instagram

Instagram is a fun, visual, and engaging channel for brands, influencers, and consumers. People love posting photos of their meals, outfits, pets, vacations, so on and so forth.Brands can take advantage of Instagram by focusing on people’s passion points and what evokes emotion from them each day. For example fashion brands can easily upload photos of their upcoming lines, models wearing their latest and greatest, influencers wearing their exclusive garb on their vacations, etc.

So you get followers, got it. You get likes and comments. Awesome. But what about selling your products? You can do that too – really. Instagram has become another avenue for referral traffic to your brand site, consumer products, and direct purchase.

3 ways to monetize your brand through Instagram:

Keep it Simple: Sometimes it’s easier just to provide a link to your blog and/or product link for consumers to find the item they want with one action. Why make it harder through re-directing a few different times. Tip – you cannot actually “click” on the link. Someone will have to re-enter the link on their browser. But for now, it will do. Instagram, are you listening?

Brand Example: Nordstrom – They do a great job of giving you the item reference # so you can find the exact item on their site with less searching. Great way to get around the current roadblock.

 

Use Influencers: There is a plethora of instagram influencers who are probably already posting your products or like-minded photos. For example bloggers like Daniela Ramirez or better known as @nanysklozet on Instagram is constantly posting about what she wears, how she wears it, and what’s in her “klozet.” It gives her followers ideas on what brands are great to purchase from and why it rocks. She will post links to the items on her blog, so she’s creating referral traffic for the brands not only from her instagram account through branded hashtags, but also through her style blog. Double the score.

There’s an App for That: The tough thing  as mentioned above, is when you provide a link, no one can click through the app currently. However there are workarounds such asLike To Know It  which allows influencers to post a direct link for purchase of the item they’re promoting. Additionally, it allows consumers to find that specific item without hunting, and/or similar products to what they saw on the app. For example, perhaps that pair of shoes was a tad too pricey, maybe there’s a more attainable pair you can purchase with the same look. Why is an app like this important for both influencers and brands? Because it’s a direct path to purchase for consumers who want what the influencers have. They want it right then and there. So let them have it at their fingertips.

Infuencer Example: Aimee Song (@Songofstyle) uses Like to Know it!

Alternatively, if Like to Know It is too complicated with Reward Style (invite-only) registration, services like Soldsie and Chirpify allow for quick and instant transactions through the comments feed (utilizing action words and hashtags).

Bonus Tip – If you only post the photo and no way for them to find out about how to get it, they’ll lose interest in the brand (especially if the brand doesn’t respond). Provide a relevant brand hashtag, a link to the item they are coveting, and/or tease them until it’s available. Sneak peeks are a great way to entice a frenzy at launch. Just look at SJP Collection as an example with their exclusive launch through Nordstrom.

 

Questions on how to use instagram for your brand? Reach out in the comments below!

This post was originally written for Socialnomics and can also be found here.

Photo Creds:

http://instagram.com/nordstrom
http://instagram.com/nanysklozet
http://instagram.com/songofstyle
http://instagram.com/sjpcollection
http://liketoknow.it/

It’s NOT too late to Clean up your Social Media Marketing this New Year

 

Clean up your social media marketing in 2014

When it comes to the New Year and Q1 of most business plans, we are constantly thinking what we should/could do to revamp our strategies, tactics, and presences online and offline. Where to start? Sometimes it’s about looking back and seeing what worked and didn’t; and other times it’s just about making small tweaks in order to optimize your brand’s performance on social media.

Here are 6 Ways to Clean Up Your Social Media Marketing in the New Year

Profile

Remember when you started on social media and you had to choose that pivotal logo or image to represent your brand? That image may still work, but sometimes you need to tweak your bio in order to describe what your business does today (especially if it’s expanded over the past year).

Tip: Use your google analytics and trends to see what search terms consumers use and look for when it comes to your brand and competition. Use those in your bio so you are easier to find and your description of your product or service is easier to understand by your potential customers. Remember, sometimes it’s not about saying that you provide “x” but using synonyms that your audience may also search for. Think like a consumer.

Follow Back

Over the past year, surely a large amount of people have found you, loved what you have to offer and in turn have liked, shared, tweeted, and followed you because they value you as a brand. Show them how much you value them too! Follow back. It is a two way relationship after all.

Re-evaluate Your Strategy

Your social media strategy is a part of your everyday tactics, each tweet, and each monthly theme. Look back to see which themes, topics, and content formats resonated most with your audience. Even though you may have loved that video of your holiday party you posted, perhaps your audience didn’t care for it. Or perhaps you didn’t post it on a channel where your audience wanted that video.

Tip: Look back and evaluate: (1) topic calendar; (2) content formats; and (3) time/day of posting said content. Start there and see where you land.

Channels

As in #3 above, it’s important to see what works, and what doesn’t. You may love posting fun vine videos, but perhaps your audience is more likely to engage with you on instagram. Be where your audience cares for your content, and where they want to engage with you. You don’t need to be on every channel just to be hip with social media.

To read more on Staffing Up and Thinking Mobile First – Check out my Full Post on Startup Fashion here!

Your Brand’s New Year Resolutions for 2014: Keep it Simple Stupid

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So if you’re anything like me, you may have a lofty list of things to achieve for 2014; perhaps forgetting how much time they’ll actually take. So bring yourself down to Earth for a minute, and think realistically. Instead of having 20 goals, consider 5 to 7 that you can span out within the first 6 months. Then in the second half of the year you can see what worked, what didn’t, and revise, optimize, and achieve more than you originally planned.

Where to start? Consider these tips while crafting your marketing and business goals.

1. Ensure all your goals are measurable – If you can’t measure it through things like engagement, referral traffic, etc – then you won’t know if it worked and/or what went wrong during your test phase.

2. Review your previous goals from 2013 – This is a great place to start, because it allows you to learn from previous successes and mistakes and see where there is room for growth. For example, if you started a video series in 2013, perhaps in 2014 there is room to grow it further with different genres or perhaps utilizing other social media channels to amplify engagement around the video content.

3. See how your departments can work together on resolutions – Since marketing doesn’t operate alone, it’s important to put your heads together and see how each department can help in crafting next year’s goals. For example, the tech team may have some great ideas on how to make your website “work for you” better. Tap their minds and figure out what is achievable. It may surprise you!

To read my other 2 important must-have goals for 2014 around budgeting and thinking outside the marketing box, check out my full post on Marketing on the Rocks

Image Source: http://www.business2community.com/marketing/

Social Media: Understanding how your Consumers Use it

customers social media

Remember the days of using RSS Feeds? Seems like a long time ago; the shift into using social media as a primary source of information is something that has become very popular with a lot of people.  That’s why it’s important to have an understanding of how your customers use social media so that you can create your social media plan accordingly.

Here’s a quick look at how I use social media:

  • Twitter is my daily news feed from what’s happening locally to what’s happening globally. It’s my go-to for quick snippets, and long form content when I link out. Without Twitter I wouldn’t know half of what’s going on in my industry and the world sometimes.
  • Facebook is my brand go-to for the ones I’m passionate about. I won’t just “like” any brand and have them clutter my daily home page on Facebook – so if I like your page, that’s huge.
  • Pinterest is my guilty pleasure. It’s where I go to lust over things I want and pin away from friends or influencers who’ve done the same.
  • Instagram is my daily binge session with image content. I love following brands, influencers, and friends who share daily or moderately regular image content. It allows me to get a closer view into what makes that brand tick, what makes that influencer share such cool things, and what my friends really love.
  • tumblr is my go-to for quick consumable content from brands and bloggers I love. It’s where I read up on other fashion folks and why they do what they do, as well as lesser known folks who are just publishing their passions.
  • LinkedIn is where I read my thought leadership from people and brands I admire. It’s few and far between that I follow brands on LinkedIn, and even more selective on groups I join. The content and value has to be worth it.

See how each platform has a very different purpose for me?  I’m willing to bet that your customers are the same way.

Why this matters to your brand:

Understanding how your audience consumes content is half the battle. It allows your brand to shape your content strategically for each channel; in a voice that fits that place; in a way that is easily consumable, and in turn shareable by that specific audience.

The content you place on LinkedIn is not what you place on Pinterest.  Understand that while the topic may be the same (new collection, new event, new sale) the way in which the content is presented should be very different, based on how you see your customers responding.

To read more on how you can apply each of these channels to your brand and have a list of key takeaways, check out my full post on Startup Fashion

Launch of: “Marketing on the Rocks” by Four Best Friends

So it all began a few years back when the four of us met through mutual friends and networking events around the city. We had social mentors in common, similar career inspirations, shopping habits, healthy living ideals, a love for boston, and most of all a quick love for one another.

Janet Aronica, Kristin Dziadul, Elisabeth Michaud and I are four best friends and four marketers in Boston. We each have a bit of geekiness when it comes to digital marketing, social media, and staying on top of what’s savvy and new. We tried GroupMe during SXSW, we’ve been on Path since before it became cool, we constantly tweet at one another in the midst of Gchatting, and support each other in all of our endeavors. I can’t say enough about how much I trust these girls personally and professionally. And that’s what brought us here today…

Over a couple adult beverages and some inspiration from fellow digital marketers in the space, we decided to work on a marketing project as a team. We brainstormed on what we could offer the Boston community and beyond as we each have diverse backgrounds from working with startups, individual consulting, agencies, big brands, and more. And then we realized – that’s exactly what we can offer. We are experienced in so many different areas and can offer unique advice and strategy because of it. And “Marketing on the Rocks” was born…

Want to learn more, and see what we’re cooking up? Check out the launch of our new site!

www.MarketingontheRocks.com

And feel free to reach out to us anytime for more info:

@pamsahota

@janetaronica

@kristindziadul

@emichaud

How to: Treat Your Social Media Fans Like Individuals

social media fans feel special

It’s easy to get lost in the numbers of followers, fans, and subscribers we have on our brands’ social media platforms. The numbers do matter; they help us communicate with more of our audience, and reach their friends and family too. But one thing you need to remember, despite how many fans you have – is not to forget the individual fan.

Each fan counts.

Here are a few ways your brand can help your social media fans feel special, and not just another number on your analytics page…

Respond to comments and questions in real time – This is the number one thing I look for in brands when I communicate with them, mention them in a post, or ask a question on a social channel. I look for some sort of validation that they’re listening to me as their fan.

For example, when I mention Nordstrom or Athleta on instagram, tumblr or twitter – I receive a mention back within hours. It’s usually a “thanks so much” and sometimes has a clever response and commenting on how great I am. What fan doesn’t love a little appreciation? In short, take time each day to appreciate your fans and respond back – even if it’s just to say “Thanks.”

Be yourself- Let your brand’s personality come through.  Don’t be afraid to show who you are as a brand.  This makes makes your ans feel that they know you, like they’re your friend.

To check out my third and bonus tip on how to treat your fans special and as unique individuals, check out my original post on Startup Fashion

Fun and Creative Ways to Use Snapchat for Your Brand

Snapchat for fashion brands

Snapchat, known as an instant and temporary consumption app for photos and video, has been rampant among the millennial generation. They use it to share their food, their shopping adventures, their nights out with friends, and even the brands they love to wear and shop for.

As per the Guardian, this past October, the Pew research centre claimed that 9% of American mobile phone owners were using Snapchat, which would suggest 26million users in the US alone. Among 18 to 29-year-olds, the percentage rose to 26%.

And brands have taken notice – and they are finding creative ways to utilize the app to their advantage.

Here are 3 ways that could be effective for a brand who wants to reach the Snapchat audience:

  1. Instant Giveaways – This can be a quick and dirty way to gain some fans on Snapchat. For example, the first 50 fans to follow your brand on snapchat could win a free tote bag made just for those fans. Not only is that fun for the fans, but hopefully more fans will come your way through word of mouth after the fact too.
  2. Sneak Peeks for Upcoming Product Lines– Brand fans love to feel special and get sneak peeks of new items coming out before others know. Imagine knowing that a new shoe line is being introduced with a celebrity partnership before the mass audience knows? It’s exclusive, it’s cool, and it’s using fun technology.
  3. Giving an insider look into an event – This is one of my favorite uses because it allows people to feel a part of an event even if they can’t be there in person. And using Snapchat to do so with its instant and temporary consumption makes it seem even more special when a fan gets an inside look. This is something that Rebecca Minkoff did to make consumers feel like they were part of Fashion Week.

Excited to learn more? You haven’t gotten to the bonus section yet on how Snapchat is more than just another photo app. Check out my full and original post on Startup Fashion for more!

 

Five Easy to Use Tips to Optimize your Brand’s YouTube Channel

 

StartUp FASHION Business Optimizing YouTube Channel

Nowadays with so many video content options from Instagram and Vine — it’s easy to forget about YouTube. However, it is still one of the largest search engines on the web and can be perfect for enabling your video content to be discovered, consumed, and shared across channels.

We’ve spoken before about the value of video content for your fashion brand, but how about optimizing your video content so people can find it?

Before jumping in or even if you already have, make sure you are optimizing your brand’s YouTube channel…

  1. Channel Title and Description – Having an easy to remember channel name is best, especially when people are using the search bar to find it. The description is helpful for SEO purposes, and it is key to remember that the first few sentences are seen most often (as the rest gets cut off unless you click for a full description). So make sure that the beginning is helpful in understanding the objective of your YouTube channel.
  2. Video Title and Description – Similar to the channel title and description, not only is it important to utilize keywords for SEO purposes, but it’s helpful to make it easy for people to know what the video is. If it’s too obscure, less people may click on it when searching; and in turn less people may share.
  3. Video Transcript – This may seem like a silly tiresome thing you have to do, but remember YouTube is a search engine. Capitalize on those keywords and SEO value of being able to use them in the transcript as well.

To read the rest of my tips, check out original and full post on Startup Fashion.

 

How to: Use Hashtags Across Social Media Channels

Hashtags.

Hashtags, which began on our phones, ok but really on Twitter for aggregating conversations in one stream related to topics, events, brands, and more. They’ve since become utilized across other channels like Instagram, tumblr, Facebook and more.

Of course they aren’t used the same across all channel and there are distinct differences for each channel and best practices for each. Below is a quick hit list on how to approach hashtags on some of the most popular social channels:

Twitter:

  1. Try not to use more than 2 to 3 hashtags (preferably 1 or 2) in a tweet
  2. Keep characters to less than 120 when placing a hashtag at the end of a tweet so when someone ReTweets, it’s not cut off
  3. Listen to the conversation on a hashtag before jumping in to ensure it’s appropriate for the brand and the tweet
  4. Monitor your branded hashtag conversations daily
  5. Having too many brand hashtags can cause confusion on when to use which – keep it simple

Instagram:

  1. Listen to see which hashtags are being used for your topics so you can hop into relevant conversations with your photos
  2. Try not to have a billion hashtags on each photo – people get lost in the clutter
  3. Do use some of the same hashtags often to create consistent viewership and loyal followers on certain categories

Tumblr:

  1. Hashtags are like metatags on tumblr so you can use more than you would on other channels to hop into more search streams – allowing more people to discover your content
  2. Monitor to see which tags are searched for on tumblr and tag your content appropriately
  3. Don’t mis-tag your content

Facebook:

  1. Less hashtags do better
  2. Try cultural terms rather than branded terms to reach audiences
  3. Monitor and have fun with it

Questions? Comments?

Note: this post was originally written for Social Media Club and my post can be found here.

Image by Maria Elena.

Futher Reading:

Three Things you Need when Hiring a Community Manager for your Brand

Hiring a Community Manager

As your brand grows, your social presence usually becomes larger as well — meaning more social networks to manage and monitor on a daily basis. In the past, we’ve discussed the whether having a social media intern is a good idea.  But what about when you’re ready to hire some help?

Having a dedicated community manager is not only helpful but often mandatory for a brand to listen and engage with its audience regularly and in real time.

How do you hire the right person to manage your social community?

Here are a few factors to consider…

The Technical Chops

It’s important for a community manager not only to be able to understand the mechanics of a tweet, but also the analytics portion of things like Google Analytics, Facebook Insights, and other tool and platform specific metrics. The ability to decipher what the peaks and valleys mean in regards to the content being shared and the days/times you post is invaluable.

It’s also helpful to ensure that the person is familiar with the tools your brand uses, or at least quick enough to pick up on it in minimum time.

The Human Touch

Most brands especially B2C don’t want someone without a personality managing their social. They become the voice of the brand, and that voice can either increase engagement or halt it. Be sure to get a vibe for their personality and perhaps even get some example tweets or posts to see how they translate digitally.

Also, keep in mind that some people are better at certain platforms like Twitter and not so great at others like Instagram. When hiring a community manager, take the time to think about exactly what the role will entail.  Don’t just dump all your passwords on her and then disappear from the equation.  Confirm what aspects she will manage and what aspects will not fall under her umbrella.

Example: The  DKNY PR girl is a twitter master.  However, the last we heard from her at a conference, she mentioned that she has nothing to do with Facebook.

To read about my last and crucial tip for hiring a community manager, check out my full post on Startup Fashion!

Three Items to Consider for your Social Media Marketing Budget

social media marketing budget

Contrary to popular opinion, creating and implementing a social media strategy for your business is not free. There are several things that your brand needs to consider and set up a budget for in order to have a consistent and loyal social media presence and following.

Here are 3 Things to Include in Your Brand’s Social Media Marketing Budget

Content Generation

Social media needs great content in order to do well and gain a loyal audience. You want your followers to be consistently excited for your tweets, posts, pins, snaps, and blog articles.

If you alone are not able to constantly produce this engaging and visually appealing content,you are going to need a person or people to help you write articles and edit them as well as create great video and beautiful graphics.

There could also be the need for stock imagery, or fun things like interactive visuals (through services like Thinglink or Stipple) to make your content more engaging.

Community Management

Social media is not about posting it and walking away. Channels like Facebook, Twitter, Instagram, Vine, Pinterest, and others require constant moderation.

This moderation can include (but not limited to): comments, competitive listening, and what’s happening in real time so that your brand can take advantage and distribute the right content to your audience at the right time.

In short – this takes at minimum one dedicated person to do this every day (along with moderation tools which could have a monthly fee to help to somewhat streamline this process).

To read about the final item to include in your brand’s social media marketing budget, check out my full post on Startup Fashion!

Ten Things for your Brand to Consider when Starting a tumblr Blog

Why Aren't You Blogging?

When you decide to jump into the sea of blogging, planning is important.

Many brands choose tumblr and there are many great reasons to do so – including the built in community, which already lives on tumblr (not found anywhere else), the ability to discover content easily, and the paid options only available within tumblr.

When choosing tumblr to be your platform of choice there are a few things to check off as you set it up.

The tumblr checklist

  1. Choose a domain: Find one for your brand name of the theme for your tumblr. If you see your brand name is available and no one is actively blogging on it, I would grab that too.
  2. Choose a theme: Depending upon your marketing goals, it’s usually helpful to choose a specific theme to focus your blog around so your consumers understand the focus and know what to come back for.
  3. Set up multiple tumblrs: However, if your brand has a few different themes to pursue, perhaps it’s easier to set up a few different tumblr blogs on different themes. Companies like IBM have done that and it has worked well for them and their origination and curation of content.

  4. Customize your tumblr: There are a multitude of themes on tumblr to choose from for easy set up (free and paid versions). Then you’ll need your dedicated development team to make it your own. The great part about tumblr is you can make the look and feel anything your brand wants.

  5. Include disqus: Disqus (or another commenting tool) will have to be added to your tumblr to allow comments and moderation of those comments.

  6. Listen: Listen through the search bar to discover the conversation already occurring around the topic(s) you are exploring to tumble about. Additionally see who is writing about it or curating content to find the influencers in your category. With time your brand can organically build relationships with them, so with time they will hopefully reblog your content and share with their audiences (more eyeballs for your awesome content!)

  7. Schedule posts: When launching a blog it’s good to be armed with 10 – 20 posts ready to go. Schedule when your team would like to launch them in the first few weeks (perhaps 3 to 4 in the first week).

  8. Be a part of the community: As you launch your posts, don’t just push them out and wait for others to come. Find other content it – like it, comment on it, and consider re-blogging some for curating content.

  9. Activate paid (including analytics): When your brand has the initial budget to do so, consider using some paid media within tumblr to increase eyeballs on your new tumblr. There are a few different options depending upon your needs – for example mobile vs. web in stream ads.

  10. Test and learn posting times, days, tags: Experiment with the best days and times to post your content (as there are no specific best practices and depends upon your content, your brand, and your audience). See which tags work best for getting people to discover your content, consume, and share it.

Do you need inspiration?

Here are 6 tumblr blogs to visit:

Note: This post was originally written for Social Media Club and my full post can also be found here.

Five Affordable Social Media Analytics Tools for your Brand

We all know that social media is not free especially when it comes to community management, creating content, and boosting posts to be promoted (ex.Twitter). Social media analytics are another cost that entails some investment when it comes to your marketing strategy and overall marketing goals. Of course there are always the free tools like Google Analytics and Facebook Insights. Google Analytics help you determine what social sites are helping to drive traffic to your site and what campaigns are working versus those that need to be dumped or optimized. Facebook Insights is constantly evolving but overall it allows you to see what content your fans engage with, when and how often.

Here are 5 more to consider for your social toolbox: 
1. Topsy- Simple, easy to use tool that comes in a free (or paid) version in order to let brands monitor Twitter. One of my favorite parts about it is that you can see what hashtags are being used – how often, by who, and what the conversation is around that hashtag. This is a crucial step to take before using hashtags in your tweets, in order to ensure it is the proper conversation for your brand, your tone/voice, and of course your audience.
2. Hootsuite- I think we all know Hootsuite, but it is sometimes overlooked. It’s a great community management tool (free or very cheap) that enables a community manager to monitor, schedule posts, and manage multiple channels from one location. And it comes with an analytics portion which allows you to customize reports for easy analysis and sharing with management.
3. Twitalyzer- Quick, easy to use tool that allows you to monitor your competition (specifically for Twitter). Obviously not the only tool to use, but a nice tool to add on to your arsenal when needed.
4. Bottlenose –  Great visual of conversation going on around your brand in real time. It helps you visualize what your brand is connected to or who the influencers are and what they are influential about. Great for monitoring, targeting, and being able to engage in real time and not losing out.
5. Social Flow – Not free, but gives your brands an edge up when scheduling posts and tweets, to see when is the best time for your brand to hop into a conversation for your particular audience. It helps to ensure that you are using the write phrasing, and taking advantage of the best time and day for that particular social engagement – whether it’s during a live event or otherwise.

Bonus: If you have the budget to spend a little more money

Radian6 - Great listening tool to see what is being said about your brand, the competition, what’s occurring in real time, and of course the ability to hop into conversations with your customers and be a part of the community. This tool is perfect for finding your influencers, and engaging with them organically as it streamlines the process for your brand and makes the process way less manual and less cumbersome.

Not sure which one you want to use? TIP: Many tools will allow a free trial before you jump in with the fee, so always see if you can test out the tools first.
Note: This post was originally written for socialnomics and my post can also be found here.

Facebook Part IV: Avoiding the Pitfalls

Facebook Avoiding Pitfalls

When it comes to Facebook, or any social media platform really, all brands make mistakes – whether an issue with a campaign or simply not using social media to its fullest potential,  it’s a good idea to try and steer clear of unnecessary pitfalls.

3 Ways to Help Make Sure You’re Avoiding Pitfalls

Not Following Through

When your brand commits to a campaign, you need to follow through on what you promise to deliver to your audience.

For example, let’s say your brand is doing a user generated content campaign where the audience gets to choose the name of your next collection. Afterward, if your brand doesn’t actually choose one of the names that was submitted, and your audience gets wind of it, there may be upheaval.  They were excited to participate and have this “special” and “exclusive” ability to help one of their favorite brands. They gave the love, now you must too.

Not Utilizing the Social Real Estate

Facebook provides a lot of social real estate; the about section, cover image, profile image, the tiles below your cover image, and of course your timeline. Use it!

  • Completely fill out your “About” section and use it to allow your audience to contact you and find you in other places (ex. Twitter handle, Phone #, address, email, website)
  • Use your cover image and profile image to show something about your brand – ex. the cover image can change with campaigns to show what’s the latest and greatest
  • The tiles below your cover image are great for apps, photos, and integrating more content (such as youtube videos). Customize these to fit your brand and catch attention.

To reed about the last and one of the most important pitfalls to avoid, check out my full post on startup fashion. Thx!

Video Content – Is it part of your content strategy?

Note: this post was originally written in June for SMC so some items may have changed since then in regards to Vine and Instagram Video. 

The best video camera – the one you have with you. Whether it’s the video function on your phone, Vine, or the latest, Instagram video – video is a form of content that both consumers and brands alike are having not just fun with, but utilizing to express themselves.  Is video right for your brand, and if so – which one?

Once your brand has decided to add visual content to its toolbox, specifically video content, it’s time to figure out how it will amplify the content you already have and fit into your overall content strategy. First step is to determine if it will involve short form video content or long form?  Once you have that figured out, you can delve deeper into the benefits of the popular choices to choose from.

Short Form Video Content

The 6 second Vine

Benefits:

  • Shoot and Share in minutes
  • Embed capability for your website
  • New ability to have drafts rather than publish automatically
  • Save to camera roll to publish later (or store)
  • A for effort when it comes to telling a story in such bite size form

Disadvantages:

  • Need to be quick with the functionality and patient when shooting
  • Shaky hands make the video lesser quality

The 15 second Instagram Video

Benefits:

  • Filters for making the videos have that “instagram” feel
  • Ability to decrease the shake of the camera
  • Can do 15 seconds or less (more time to tell your story)
  • Easily integrates with multiple social networks including tumblr

Disadvantages:

Longer Form Video Content

YouTube

Benefits:

  • The length of content can be longer than 15 seconds
  • You can annotate the content to have CTAs
  • You can create SEO opportunities to lead to the content
  • You can create playlists for series of content
  • Largest location to search for video content

Disadvantages:

  • Not as simple as shoot and share

Questions on how to start your first video account for your brand? Reach out below and well do our best to answer.

Additional Reading:

 

 

Facebook Part III: Facebook Graph Search

 

facebook graph search

So, some of us were “cool” enough to be selected into Facebook’s Beta of their Graph Search a few months back. Lucky us. We played around with the options of searching broader topics, friends of friends, images, and other such info. Now the Facebook Graph Search is opening to all users and has even more search options. What does this mean for your fashion business? Let’s break it down…

Consumers Can Now

  • Be connected to a larger network of people for business and pleasure
  • Find more of what friends like and recommend in the categories of music, brands, products, restaurants, places to visit, etc.
  • Find visual content that friends share specific to what users want to see (ex. Photos from a specific event or place)

Brands Care Because

  • Users can find your business on Facebook through their searches
  • Users can find when friends talk about your business
  • Users can find your services or products when searching for a specific want or need

What To Do

  • Ensure your Facebook page is kept up to date including your about section (location, contact info, etc)
  • Ensure your page is fresh with new and consistent content
  • Be visual with your content
  • Keep your images tagged appropriately
  • Ensure your content has search friendly keywords
  • Make it shareable and easy to find

Read more on what your brand should be doing and our prediction for how this affects you in the future on my full post at Startup Fashion

Facebook Part II: Best Practices for Posting on Facebook

posting on facebook

Last week we discussed “What your brand should keep in mind about Facebook Updates“.  In continuing with our series on how to use use Facebook for your fashion brand, we’re going to cover best practices for posting.

While there are some standards, best practices for posting on Facebook vary.  I will caveat the below by stating  two things:

  • It is imperative for each brand to test and learn to see what works best for your brand’s audience  - each brand is different and timing and posting days will vary.
  • Consider is the habits of your audience and the demographics. Are they mostly college students or working adults? Take note as this will impact not just your posting format but also your time and frequency.

Here are some best practices to start with as you begin to test and learn and determine what works best for your brand:

Posting Times:

  • Early Morning
  • After Work
  • Late Night

Posting Days:

  • Monday through Thursday
  • Friday tends to produce the least engagement and reach
  • Weekends work for some; while others have a harder time with it. This in one of those instances when you really need to test. Try   both Saturday and Sunday, morning, afternoon, and evening.

Note: We find Sunday evening to be a great time to post on Facebook.  Maybe that’s because you all are getting your selves geared up for the week ahead!

Post Frequency:

  • Not more than twice a day
  • Not more than 10 times a week

Because of the Facebook algorithm, posting more than twice a day tends to be a waste of time for smaller brands. The reach just isn’t there.

To read more tips on Posting Format and Style, check out my full post on Startup Fashion

Want more tips? Ask below in Comments!

Facebook for your Brand Part 1: Managing Facebook Updates

Facebook for your fashion business

Facebook – a channel, a sandbox, a social network, a place for brands and consumers to share content and engage – is continuously growing and adapting. In turn, brands need to adapt and change their strategy towards the channel as these changes occur – whether it’s the latest and great Hashtags, pictures being allowed in comments, or just another change to the algorithm.

In this 5 part series I will cover various aspects you should consider when using Facebook as a tool for growing your fashion business.

What your brand should keep in mind about Facebook Updates:

Hashtags:

  • User adoption is still just trickling in as hashtags are rolled out to the network audience.
  • Hashtags are not functional on mobile yet.
  • It’s a good time to dip one’s toes in and play around with using them in your posts (especially those that relate to Twitter content for cross promotion on campaigns). You may find that you like them.  You may find that you don’t.
  • Listening through tools will not work yet as this functionality will need to be integrated as it was done with Twitter before.
  • This will undoubtedly increase the ability to leverage a large audience and visibility around content, especially when paid options become available (prediction: down the road).
  • Repeat: Cross Promotion on various platforms is now easier.

Images in Comments:

  • This doesn’t work in mobile yet, but should be rolled out soon
  • Allows for greater sharing of visual content by fans. Think about User Generated Content and how this functinality can really build and grow a conversation within your comments.
  • An increase in monitoring and listening will undoubtedly be needed
  • An obvious movement towards more visual content on Facebook (as with Instagram, tumblr and pinterest)

To delve deeper into the Facebook Algorithm, check out my full post here on Startup Fashion

The Habits of Teens on Social Media

When it comes to social media there are tons of flavors ranging from the “generic” Facebook to the eclectic Vine and Snapchat. Teenagers are notorious for being experimental and checking out new things, and not just following the norm. When it comes to social media, it’s not much different.

1. My Mom’s on Facebook: Nowadays with the influx of individuals in their 30s, 40s, 50s and older joining and becoming more active on Facebook, teenagers are becoming less active or less willing to share as much on the platform. They feel it’s “less cool” and also don’t want their parents to see everything they share. Although there are privacy settings, it’s not the same when it’s not a place they can share so freely as they did before their parents joined.

2. Photos, Photos, and more Photos: We all know that photos are some of the most shared pieces of content across social media and when it comes to teenagers it’s not much different. Teens love to take and share photos, especially on apps like Instagram where you can play around with the filters and make them look unique and fun. Additionally, teens feel they can have just as good of a conversation on Instagram as they had on Facebook through the comments under pictures.

3. Privacy? - Teens although caring about not having their parents see their content, are sometimes more carefree with what they share. Some pictures show more than they should; they share contact information; and connect with as many friends and celebrities as possible – because they can.

4. tumblr - A quick and easy location for teens to blog about their daily lives, passions, and follow brands they love. It’s a way for them to expand on their careers during high school and college and get noticed sooner. Your resume only says so much, your blog can say so much more nowadays.

5. Try it and Move on - As the shiny object syndrome proves, there are so many social media channels that teens try new ones, get bored, and find a new one the following week. Some last longer, but they need real traction to do so including being easy to use, share, and have their friends join too.

What does this all mean you ask? If brands want to reach this target audience, they need to keep an eye on what’s hot for teens, and where they are interacting the most. It may be not facebook, but instagram, tumblr, twitter, and other easy to use and share platforms (especially visual) seem to be great venues to find and engage these teens.

Note: Some of this information was obtained through speaking with high school graduates and college freshmen and what they prefer on a daily basis and why.

Note: This post was originally written for socialnomics, and my post can also be found here.

Further Reading:

http://socialmediatoday.com/leaderswest/1494041/infographic-teenage-social-media-behavior-2013

http://www.edsocialmedia.com/2013/05/teens-social-media-5-highlights-of-pew-study/

3 Tips for Approaching Personal And Business in Social Media

personal and business social media

When it comes to social media, creating a strict line between personal and business isn’t always so easy, especially when it comes to your personal brand and the business you’ve started.

You are invested in both, and often your personal brand is an extension of the business you created. Just look at Pete Cashmore and Mashable – he uses his own Twitter handle to promote Mashable content every day. Additionally, the Mashable account is still under his name because he has built such great recognition for his personal brand.

This is not to say that’s for everyone, but let’s look at a few best practices on how to approach personal and business in social media.

Facebook Fan Page – A Must

There is definitely a line drawn when it comes to Facebook. You don’t want your business to come from your profile page when that’s about you, not your business.

A fan page is meant for a business specifically and is a much more appropriate way to sell one’s ideas, offerings, services, and products – especially since you can create ads for your posts to increase the amount of people who may see the content.

Cross promotion is great

Cross promotion through one’s personal accounts is a great way to add traffic and increase eyeballs. Your friends will support your work and hopefully share the content as well.

Furthermore, if your personal brand has more followers than your actual brand, then it’s a great way to help direct people to your fan page or website or whatever your objective may be. Use the audience you have!

To read more on the channels that may blend when it comes to personal and business in social media, check out my full post on Startup Fashion

How your Fashion Brand Can Avoid these Four Social Media Pitfalls

Social Media Pitfalls

Social media and fashion – a great match. Social media allows for real time engagement around visually rich content, which fashion brands are known for.

And while some brands are amazing at it, knowing their audience and how to give them the content they want, when they want it, and where they want it … some fall in the cracks of things to avoid when optimizing one’s social media.

Here are 4 social media pitfalls to avoid:

Shiny object syndrome

A new platform, a new shiny object. Just because there’s a new way to do videos or share photos, doesn’t mean it’s right for your brand. Before you jump in without a parachute, go back to your strategy. Does this fit your brand? Is it where your audience plays and engages? Will it help awareness and engagement (if these are your goals)? Consider these questions before blindly running towards the next new platform or channel.

Strategy what?

Unfortunately for some brands, they jump into social media – setting up a Facebook page and Twitter profile and begin to tweet and post without any method to their madness. Don’t be that foolish brand. Take some time and put some ink to paper on what your brand’s overall social strategy is. Then consider which channels to embark on first – and how to roll out your content.

Note - without content (on a consistent basis), there is no social for your brand.

To read my two other tips on brand love and measurement, check out my full post on Startup Fashion

LinkedIn & How Fashion Brands can take Advantage

So you know about Facebook and Twitter, but there’s more to social then those two players. Some brands forget that LinkedIn is not just a great resource for individuals and their “online resumes” – but also a great network for you to showcase your brand, boast product offerings, highlight team members, initiate collaboration, and more!

Here are 5 Ways Fashion Brands Can Leverage LinkedIn

  • Products and services tab: the perfect place to show off the great things your brand offers. For example: if your brand has 3 to 5 specific offerings, a new offer, or updates – the tab is a great way to link directly, give teasers, and provide a place for consumers to comment. Tip - consider video content on this tab to make your products more engaging and shareable.

  • Cross Promote:  LinkedIn allows brands to cross promote their other social networks such as Twitter feeds but also their blog rss feeds. Fashion brands that have a great content source such as a rich blog with visuals should always find ways to create awareness for their content and in turn engagement with it – whether it’s through the blog itself or through distribution on social networks.

  • Company Updates: LinkedIn offers a great location to update on what’s happening with the company. Does your company have a new CMO or Intern? Give them the spotlight and show how much you appreciate your team.

    To learn about the other 2 helpful ways fashion brands can leverage LinkedIn (or most brands for that matter) – check out my full post on startup fashion.

    Photo source: http://blog.amsterdamprinting.com/2013/03/07/10-excellent-examples-of-linkedin-cover-images-for-brands/030413_apl_blog_images_post2/

Why your Fashion Brand Should Consider Video Content to Add Value

Burberry Video Content

Video content isn’t a new trend, but it’s definitely being adopted more often by brands as the value and engagement has increased with social media and blog content — especially fashion brands, in order to tell their story.

The value of video content is growing exponentially in this visual world of social media and content.

Hot Example: Just look at Burberry and how they utilize YouTube videos and streaming videos throughout their Facebook page. They give their Facebook fans the chance to have insider content on their campaigns and runway shows, as well as be there live and “front row.”

Or if you want to get really tech-sexy: Add video to your in-store experience like Burberry did below.

 

Why should your fashion brand embrace video content?

Drive Commerce

YouTube videos are great for driving action if used properly. If your budget doesn’t allow for youtube annotations (driving to products and services) then embedding video content on social sites or a blog is a great alternative. It’s easier to drive to commerce and doesn’t cost a pretty penny to do so. Note – Videos are great for sharing a sneak peek into a new product line; how a line was made; a runway show; and of course enticing the viewer/customer to “want” – no, “need” your product.

Engage

Fans, especially loyal fans of fashion brands, want the inside scoop of the latest and greatest coming down the pike. And when there’s a sale – they want to be the first to know.

Gap on Facebook does a great job of letting friends know when something is new, when there’s a sale coming up, and when there’s an online exclusive.

Read more on how you can engage with video content; and my third tip on how to take advantage of video for your fashion brand on my original full post on Startup Fashion.

Photo Sources: Fast Company