Social media sites, such as Facebook, Twitter and FourSquare, offer unprecedented opportunities for fashion designers to connect with potential customers. But before you jump right in, check out this list of best practices to ensure that you are maximizing your social media efforts while maintaining your brand’s image.
- Map out an editorial calendar. This is a great planning tool for your social media communications. Focus on delivering timely, relevant topics. For instance, your December calendar items may include posting tips on what to wear for the holidays, fabulous New Year’s party clothes, etc. Regardless of what you choose to include in your editorial calendar, its contents should support your brand’s offline activities.
- Communicate with your customers and potential customers when they are most likely listening. According to a study released by social media management company Vitrues, social networks are more active during the week with spikes around 11 a.m., 3 p.m. ET. Facebook activity reaches its peak on Wednesdays around 3 p.m. With this in mind, avoid waiting until Saturday night to post messages.
- Give your “fans” and “friends” a reason to spread the word about your clothing line. Social networking is built on the premise of sharing; therefore, give them something to re-post and re-tweet. Post free shipping offers, discounts on select pieces in your line–provide things that are likely to go viral. The average Facebook user has 130 friends; imagine the scores of potential customers you will be able to reach if just 10% of your brand advocates were to repost.
- Moderate your page. Keep in mind that moderation does not mean babysitting. Allow the conversation to happen organically, only interjecting when absolutely necessary. For instance, if a spammer uses your social networking profile to post solicitous advertisements, delete their comments and block them, if possible.
- Engage your audience. The biggest mistake that many clothing lines make is to talk “at” their audiences. Don’t just bombard them with messages about your designs; listen to what they have to say by using surveys, polls and quizzes. Ask them to submit photos wearing your designs. There are countless ways to engage your audience.
Again, social media is a great opportunity to communicate directly with consumers and position your clothing line in a favorable light. But don’t mess it up. Keep these best practices in mind for the best results for your fashion brand.
- Coupons and Trusted Friends Drive Users’ Social Media Brand Engagement (socialtimes.com)
- Start the Social Network Conversation with Customers the Right Way (blogs.constantcontact.com)
- Social Marketing Compass Helps Individuals and Businesses to Harness the Power of Social Networking (prweb.com)
- Social Networking Sites – 9 Tips To Better Social Marketing (profitonknowledge.com)