SILKFAIR Blog

Social media is an extremely powerful tool for anyone interested in reaching their targeted audience and building their brand. There are a lot of social media channels that have made word of mouth marketing strategies available not only for businesses big and small, but also for  online stores, one of which is Facebook.

With the massive popularity of Facebook, it is a fantastic avenue to interact with your friends, families, colleagues, and even new acquaintances. But we must be mindful that everything that we post gives the public, especially those you've never personally met, bits of information on how they can define you. While it is a great tool to engage with others, Facebook is not just limited to social conversations. It is also helps in promoting your personal brand. This is the reason why it is important “to know and understand how to leverage this tool as it will do more harm than good”.

How to promote your store

#1. It is important that you know your audience. There has been a shift in how Facebook is utilized over the years. It has become more than just a communication avenue for your personal connections, it is also a tool to network with other people whom you have professional relationships with. Professionals and potential employers use this platform to get more information about you. In this regard, it is important to be mindful of what you share and to whom you are sharing with as this will greatly affect how others perceive you. Facebook has the options that let you choose who, among the people you connect with, can view your full profile. Check your privacy settings if you want some things that you post be limited to a specific group. Turn off the tagging system. In that way, it won't automatically post what other people share in your wall. Also, fill out your profile accurately and completely according to the things that you want others to think about you.

#2. Know your branding strategy. There should be a roadmap on what you want to achieve and how you will achieve it. A hit-or-miss approach (when one approach fails, you can just erase it altogether and start anew) just doesn't work in personal branding. Your strategy depends on your life goals and what you are passionate about. In line with this, post useful status updates or links that will have a positive impact on your brand. But be very mindful not to treat your Facebook page as a “pulpit to preach”. Needless to say, avoid talking about yourself  all the time.

#3. Make it easy for others to find and know more about you. Starting with a professional profile picture. Be sure that it is authentic and a clear representation of who you are. Then, customize your URL as Facebook allows you to personalize it which makes it easier for others to find you. Also, fill out details that provide links to your website or blog to let others know more about you. Be sure that the links that you share are updated and relevant. Your goal is to get your posts into others' newsfeed. Therefore, post interesting updates and articles that are relevant to your brand.

#4. Grow your community by networking and engaging with others. You can either start a group or a page where you are a contributor, or join a group where you connect with others in your industry. Interact on other brand pages that complement your brand. Become a part of their community, and they'll become part of yours. Also, use Facebook as a way to organize events that are related to your industry because this will help you in building an image as a leader in your industry. If a Facebook personal page is not enough and you want to branch out and widen your audience, Facebook also allows you to create a fan page or follower page where people can follow you.

Facebook is an incredible platform in building your brand’s community. In this world where more and more business leaders emerge, it is high time that you harness the power of this tool.

Social media is an extremely powerful tool for anyone interested in reaching their targeted audience and building their brand. There are a lot of social media channels that have made word of mouth marketing strategies available not only for businesses big and small, but also for  online stores, one of which is Facebook.

With the massive popularity of Facebook, it is a fantastic avenue to interact with your friends, families, colleagues, and even new acquaintances. But we must be mindful that everything that we post gives the public, especially those you've never personally met, bits of information on how they can define you. While it is a great tool to engage with others, Facebook is not just limited to social conversations. It is also helps in promoting your personal brand. This is the reason why it is important “to know and understand how to leverage this tool as it will do more harm than good”.

How to promote your store

#1. It is important that you know your audience. There has been a shift in how Facebook is utilized over the years. It has become more than just a communication avenue for your personal connections, it is also a tool to network with other people whom you have professional relationships with. Professionals and potential employers use this platform to get more information about you. In this regard, it is important to be mindful of what you share and to whom you are sharing with as this will greatly affect how others perceive you. Facebook has the options that let you choose who, among the people you connect with, can view your full profile. Check your privacy settings if you want some things that you post be limited to a specific group. Turn off the tagging system. In that way, it won't automatically post what other people share in your wall. Also, fill out your profile accurately and completely according to the things that you want others to think about you.

#2. Know your branding strategy. There should be a roadmap on what you want to achieve and how you will achieve it. A hit-or-miss approach (when one approach fails, you can just erase it altogether and start anew) just doesn't work in personal branding. Your strategy depends on your life goals and what you are passionate about. In line with this, post useful status updates or links that will have a positive impact on your brand. But be very mindful not to treat your Facebook page as a “pulpit to preach”. Needless to say, avoid talking about yourself  all the time.

#3. Make it easy for others to find and know more about you. Starting with a professional profile picture. Be sure that it is authentic and a clear representation of who you are. Then, customize your URL as Facebook allows you to personalize it which makes it easier for others to find you. Also, fill out details that provide links to your website or blog to let others know more about you. Be sure that the links that you share are updated and relevant. Your goal is to get your posts into others' newsfeed. Therefore, post interesting updates and articles that are relevant to your brand.

#4. Grow your community by networking and engaging with others. You can either start a group or a page where you are a contributor, or join a group where you connect with others in your industry. Interact on other brand pages that complement your brand. Become a part of their community, and they'll become part of yours. Also, use Facebook as a way to organize events that are related to your industry because this will help you in building an image as a leader in your industry. If a Facebook personal page is not enough and you want to branch out and widen your audience, Facebook also allows you to create a fan page or follower page where people can follow you.

Facebook is an incredible platform in building your brand’s community. In this world where more and more business leaders emerge, it is high time that you harness the power of this tool.

1. Have a plan. What do you want to accomplish with your Facebook fan page? How can you make it stand out? How can you attract your target audience to your page? What is your message to your fans? How will you respond to criticism?

2. Don’t combine your business account with your personal one. Keep them separate.

3. Have a nice-looking page. You don’t need to fill out every field in the profile section, but provide your most important and relevant information at the minimum. Also include at least one photo. People like to see the face of the person or business they’re dealing with.

4. Brand your online presence. You can add your logo and other related images to your fan page, but don’t go overboard. Too many graphics will only result in unattractive clutter.

5. Interact with your fans. Participate in discussions in a friendly and knowledgeable manner.

6. Encourage people to talk to you. Put up polls and surveys and ask for their feedback on relevant topics. You can provide tips and ideas and ask them to share theirs.  

7. Keep your fans updated. Online communities need to remain active, and one of the best ways to do so on Facebook is to offer coupons and special deals regularly. In addition, featuring discounts on your fan page will motivate new people to “Like” you.

8. Create an app and offer it for free on your page. Your fans can then share it with their friends. People love apps. You should be able to hire a professional to develop an app for you at a reasonable price.

9. There will most likely be a time when you’ll have to deal with a bit of negativity. Some people might question your intentions or criticize you. Always be patient with these types of people and handle them professionally. You can’t always satisfy everyone, but you can maintain your brand’s good reputation.

10. Be consistent. Every single day, log in to your fan page and post something. Even if you don’t have any updates, you take part in discussions. People will forget you if you’re not active. Use keywords in your posts as well, whenever possible.

Bonus: Add an opt-in form on your Facebook page so you can gather fans’ contact information and get new leads.



Facebook recently updated the rules concerning how the user’s cover photo arrangement should be. Initially, most users were worried that the requirements would limit the ability to advertise, such as including call-to-actions and the “like our page” and similar mantras. But that wasn’t the case. And though it wasn’t broadly publicized by Facebook, it has gained in popularity and actually fits into effective marketing strategies quite well.

Basically, this change in the rules states that the user’s cover photo can contain a maximum of 20 percent text. Considering how large your photo is and how large the text needs to be in order to be legible, it doesn’t leave much room for a lengthy message.

Increasing marketability

The effect of this rule requirement actually promotes marketing strategies and has already been a popular choice for many brands. The result is that users can now use their cover photo to better market their online store. Rather than a lengthy message, such as call data or website link information, the priority now becomes the simple but powerful call to action (which Facebook decided not to limit as an opportunity).

The act of a short call to action plays a far more effective part in a Facebook page as well, since the majority of the other information can be found elsewhere. And because of the space limitation, it does help a brand cleverly sum up the purpose of their content and deliver it in a more memorable way. In fact, the shorter the mantra, the more likely it will be remembered and shared with others during conversations. This is ideal for exposure, since a shorter call to action can be shared easily by your audience’s networks, enabling you to reach a broader online audience.

This also gives greater incentive to focus on creativity when constructing a functional cover photo. Rather than a standardized cover that exhibits stats and reference sites, the user can implement the cover to do a much more important job, using clever artwork and blending it effectively with the text to deliver the most effective and memorable message.

And because Facebook updated the slide view- so that a user slides the cursor over a hyperlink to view a profile without clicking on it- both your profile and cover photo will appear, making it available to anyone, regardless of whether or not they are presently on your profile page.

Using your cover to advertise your store


Additionally, cover photos are a great way to get attention on the newsfeeds as well. In fact, they have their very own update status that shows up, stating that your online store recently updated their photo cover. This means that you can use the cover photo in a far more unique way than ever before.

For most online brands, the profile photo is their brand image or badge, and should be the same for every social network or online profile used. However, the cover photo can be used more flexibly. It can show, demonstrate, and deliver different messages when it’s convenient for you.

The most effective use of this ability is to market product specials, offers, and opportunities that are currently available. If you want some extra attention for a certain line or product, you can use your cover photo to implement this strategy by showing and stating what’s trending with your online store at that time.
The benefit of this is that you’re updating keeps you in the newsfeed, offering excellent strategic exposure for your latest opportunity or sale. And even after the cover has expired from the newsfeed, it will remain right at the top of your page for visitors to view.

Change in harmony

However, it doesn’t mean that you should change your cover photo too much too often though. Like any action, there is a good rhythm to practice so you don’t turn a good situation into a social blunder. It’s easy to litter your newsfeed or overwhelm your audience with varying messages and advertisements with your cover photo though. Choose your timing effectively, such as once a month or during special occasions like holiday specials to boost brand awareness.

While we can look forward to new changes in the future, such as the reply feature for active threads, change is often a good thing when seen in the right light, and Facebook made a good move with its new cover requirements. Although some will have to reconsider their marketing strategy when it comes to utilizing the new concept, it does open up the window of opportunity that will boost the effectiveness of the once simple cover photo.

With the development of the online world, customers have become accustomed to connecting with their choice brands through mobile, social, and the array of digital customer service platforms. For those that operate their own online stores, this has introduced a variety of new techniques and tools by which we can improve marketing strategies and strive to impress our client base.

But, there is one technique that has been around for a long time and has earned its place in online customer relations – and this technique is honesty. It is honesty which says the most about a brand and influences how the audience perceives them, both in the online and actual world.  

The act of being honest with your audience says a lot about how you conduct yourself as an online store business. And the fact is that demonstrating honesty develops a very humanistic element that describes your online store in a positive light.

Facing the facts

With the business world moving towards digital customer service, one thing to keep in mind is that there is a lack of verbal tone and eye contact. This means that your actions and words are responsible for demonstrating your brand’s integrity.

One hurdle that needs to be overcome is the realization that no one is perfect. We all make mistakes, and it’s not something that we should be overwhelmingly ashamed of. The problem here is that many brands that market in the digital world would rather ignore the fact that they’ve made a mistake or work to avoid letting the audience know that the mistake exists. Unfortunately, this often turns into far more work, costing time and face in the online world.

This means that when a mistake is made, one should be willing to own up to the blunder, rather than hiding them or pretending they don’t exist. It is a fact that in the online world, data is stored, captured, and shared at the speed of light. The resulting effect is that you can’t really hide a mistake, which means the best and most logical choice is to own up to it.

Be honest

Start by simply acknowledging your errors. In customer service situations, the ultimate desire of the customer is to bring information to your attention, not necessarily to heckle you or turn it into a negative situation.
In fact, by approaching the situation directly, you can turn what was potentially a negative situation into positive feedback that can be shared with the rest of the online world. In many cases, this is one of the ideal situations for developing quality testimonials and referrals for your online shop. The audience can see the action you took with honesty, and share that very attractive information with their own networks, expanding your visibility and growing your audience base.

While handling the situation directly may sound simple, one should take time to develop a plan for customer situations. What are you going to do for unique situations? What will you say? How can you correct certain mistakes? Compensation? Do you thank them for bringing the situation to your attention? These are all essential characteristics that need to be thought out and planned prior to any potential situation. While each scenario will be unique, the ability to outline what you should know (presenting the correct answers) and deliver that message in a positive way will make a difference to the audience and how they view your online store.

Your actions say a lot


The customer doesn’t judge you by your mistakes. The fact is that the audience judges you on how you handle your mistakes. Are you willing to step up and face them? Do you handle yourself appropriately? These are the questions that customers will ask you, so you need to be ready to demonstrate the right image.
Additionally, one concept to maintain is the act of keeping your word. It’s easy to make promises or say things without carrying them out. If you promise your customer something, honor it. If you can’t keep your word or don’t know for sure, don’t promise it. Honesty says more with your actions than your words can compensate for.  And one deciding factor in your integrity is your ability to gain attention the right way. Misleading the audience is not always the intention, but tends to happen more often in the small things that take place, such as marketing and sharing a coupon as unique, but offering it to everyone. It may not sound like much, but it can impact your brand’s image negatively.

The best customer relations are developed through a brand’s honesty. This comes from the ability to face the negative, demonstrate the positive, and always keep your promises. With these attributes, your online store will have an image that your audience will enjoy sharing with their own online networks.