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Social Networking: Making It Work for You

Travis J. Reed

The way people shop and are exposed to products and ideas is ever evolving. The younger customer in particular needs immediate stimulation and the ability to buy quickly and conveniently. That’s one of the many reasons it’s important to make social networking work for you.

■ OLD STANDBYS. Last year, Facebook’s market share declined from 95 percent in 2011 to 90 percent, while sites like Pinterest and Instagram gained momentum and have yet to hit their peak.

■ EXPOSE OR SELL. Social networking advertising should focus on exposure, not sales.Your ads should connect with potential buyers, inform them of who you are, why you are special, and why your products are best for them.

■ CONNECT, NOT LIKE. Yes, you want them to “like” your Facebook page, but that can be undone in seconds. Think about connecting longer term. Do that by creating Pinterest boards, for example, that show products you sell, but also those that inspire you—trends, colors, textures, fabrics, fashion, illustrations, even pop culture that influences both you and the buyer.

■ MAKE IT PERSONAL. Connect on a more personal level. Look into new Facebook apps like Klout that are so popular with the younger generation that some now put scores from this app on their resumes. Keep them engaged in other new ways on Facebook, too, like contests, surveys, photo submissions, giveaways, and trend/product reports.

■ GO MOBILE. This can mean a mobile version of your website, your own app, or even partnering with an existing retail app like RedLaser, Coupon Sherpa, Goodzer, Stylebob, or Fastmall, to name a few. Keep in mind the photos you post will be tiny to mobile phone viewers, for example, so describe products in a way that compels them to want to learn more. Detail why the merchandise is new, exciting, effective, trendy, unique, or cost effective.

Improve on your mobile presence by trying new things until you find what works. Keep track of successes, and remember to tie everything back into your traditional social networking formats by posting new items and trends on Facebook, tweeting about them on Twitter, and adding images to your boards on Pinterest.

Good Reading..................

Here are a couple of online trend reports to get you started.

■ digitaltrends.com/lifestyle/best-shopping-apps/
■ forbes.com/sites/lydiadishman/2012/12/17/three-important-retail-trends-for-2013

■ GET HELP. You can’t do everything, so devote time to figuring out who can help. Do you have a media-savvy sales person who could spend a few hours a week updating your apps or website? Look outside in the community. Perhaps you could find a free or moderately paid intern at a local college to be your “social media liaison.” However you do it, be realistic, and look long-term by creating a one-year plan to implement your goals. EB

Travis J. Reed is a visual merchandiser, stylist, and the CEO of Creative Innovation, Inc., based in Chicago.