SILKFAIR Blog – June 2012

Social networks have become a frequent stop for just about any internet shopper. With a large variety of sites to choose from, people can post their thoughts, combine them with video feeds and articles, or say a thousand words with a picture.

Of course, they can also stop to see what others have to say today. And what’s more attractive than a catchy image or an interesting phrase in an open window? Well, that’s the powerful role that social media plays in helping us make our online store successful.

But, like any other tool out there, social media needs to be used properly for it to have a positive effect on our image. Which networks we choose to use and what methods we employ can make or break a social media marketing theme.

Give them what they want

The first thing to focus on is using social media to share your ideas and products, not overwhelm your audience. What you want to do is create a site where content isn’t based on repetition, where images and topics don’t seem monotonous. The trick to getting attention and then maintaining that audience is by being able to provide a wide range of material.

For many of those that own an online store, it is generally a great idea to promote your products through your social sites. New products and fresh ideas often make appearances in social threads, and that’s great for focusing attention onto your products. But, what you really need to do is get an audience into your online store and talking to you.

This brings up the value that discussion and related topics can have on your store’s image. Covering these concepts and subjects will help give you a wider range for a target audience. Consider the fact that by promoting your product, you appeal to those searching for products. But by introducing related themes that cover subjects like how your product has affected people, how your product is made, and even things that personalize your image such as your inspiration. Subjects and topics that revolve around your store will expand the image your store presents. Some ideas may even include “how to” themes.

But these don’t always create discussion, which is what you need to create to gain online prominence. One of the best ways to start is with a discussion initiating comment, such as “what inspires you each day?” or perhaps a comment regarding how the weather change has affected what everyone’s wearing today. This will take your social connections in a different direction, but build up a unique reputation that helps your audience familiarize you with a quality online presence.

Together or apart?

Though it can save time, realize that social network integration can be a little distracting when misplaced. In the online world where there are so many duplicates and a mass of repetition, the last thing you want to do is have an image that says the same thing too many times.

With this in mind, understand that networkers who use Twitter are actually different from those that enjoy Facebook or Pinterest. Their style of discussion is different, and therefore what appeals to them is also very different. While many of these social networks have intertwining abilities, they might be sending overlapping or irrelevant messages to a general audience.

While it takes a little more effort and time to organize your social media use in this manner, by making an effort to target specific audiences with appropriate marketing strategies, your efforts will be far more effective and produce better results.

Stay in touch

This may leave you wondering about the relevance of each site and question how you can manage every single social site that is currently available. Unless you run a large marketing firm, or are just really good, it isn’t likely that you’ll be able to consistently manage a large number of sites and your online store. The fact also remains that you can never leave a customer unanswered.

That means that you will have to be able to not only post, but be ready to discuss on any site your audience might prefer to use. For this reason, take into consideration what site will service your needs most effectively. Twitter is good for stating, Facebook provides good coverage on most fronts, and sites like Pinterest focus on images and linking directly to your online store. There are many more sites available, and even new ones popping up as you read this, but it is important to weigh their advantages against how much time you can dedicate and how often your potential audience would frequent that particular social site.

If you understand how to properly use social networks to enhance your online store and its image, you’ll be able to initiate and carry on quality conversations with a growing audience. And when you give them what they want, which is often just a little attention, they’ll be ready to come back for more in the future.