Be Honest: Do You Have a Social Media Strategy. In short, no. I do not. Using this class to help identify my ideal platforms and discover my social media voice will hopefully help create that strategy. As a retail business, I tend to gravitate towards social media platforms that focus on image. I post images of new arrivals frequently on Facebook and Instagram. Customers need to see something to connect with it and want it.
The Hidden Benefits of Social Media Marketing are also perks of an active social media presence. It ties you to your followers with a sense of community (“Hey, we all wear underwear!”) and it also ties you TO the community. My charitable outreach increases each year as my presence on social media grows. I receive more requests for charitable donations, and therefore give more. It also helps to be reminded of “the lurkers”. While not every fan or follower is “liking” or commenting on every post, it does not mean that they are not seeing/enjoying it. Customers come in and reference something they saw on our Facebook or Instagram, yet they left no feed back on the page. In the 10 Laws of Social Media Marketing, the Law of Compounding is highlighted. If each “like”, “share”, or comment is shared with the liker’s friends, how do we engage so that they engage back? This ties in both the acknowledgement and reciprocity. I am not a fan of “Click Like if you…” – but those likes drive more viewers to your pages. How do you get the likes without the gimmick?
2013: The Year of Social HR really hit home for two reasons: personal branding and gamification. I feel that my boutique IS my brand. However, this article opened my eyes that my personal brand can enhance the brand of The Pink Petticoat. My credentials, training, and knowledge of product brands me as a “lingerie expert”. Marketing myself, and my trained staff, as so only increases the validity of The Pink Petticoat’s brand. As far as gamification, I never embraced it; I have been against it. For a luxury retailer, doing something like badges, or a rewards system, seems to diminish the brand I created. I now realize that gamification does not have to work on a discount system. Frequent customers can be rewarded with invitations to exclusive parties, trunk shows, and fashion shows. Does taking the discount based reward still compel people to be return shoppers? Is it still gamification if it is valued as exclusive?
Recruiters using social media is something I embrace. I require employees to accept my Facebook friend request. This makes them more accountable for how they present themselves as employees/representatives of the store. However, is this overkill? An invasion of privacy? I think not. For a lingerie store, it is very important to keep a pristine level of professionalism.
Creating a blog is something I hope will keep my brand human, and engage in storytelling. A lot of things happen at the lingerie store that are certainly story worthy. Engaging my followers with some of the daily goings on here, I hope will help us connect on a human level.
I also hope to embrace listening on social media. These platforms are a way for my customers to connect directly, giving me consumer feedback. Maker’s Mark had the right idea when they told us as consumers “you spoke, we listened”. I hope to use social media to hear what my customers are saying as well.