By Holly Pavlika, Collective Bias
Data from Internet Retailer’s recent 2015 Social Media 500 shows online merchants are stepping up their focus on social marketing. With more than 74% of Internet users now engaging on social media sites, it’s no surprise retailers are making the push.
But as Twitter and Instagram follower numbers grow, there is a bigger question to ask: When does true engagement on social media actually begin? The answer could very possibly be at the first “@” reply — also known as the “social handshake.” Savvy retailers understand that connecting with consumers on social networking sites like Twitter means more than just communicating in 140 characters of text and hashtags.
It’s about creating personal connections, which start off good (or bad) based on first impressions. With so much riding on establishing strong, consumer/brand interaction from the get-go, retailers can no longer afford to ignore the significance of this initial social conversation.
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Following are four ways retailers can help ensure their first social impressions will foster subsequent brand loyalty and engagement:
Audit Your Own Social FeedIf you pulled up your brand’s Twitter feed tomorrow, what would it look like? Would it be a stream of promotional content? Or, would it be a feed full of @ mentions — real conversations? This is important to know. In order to be successful retailer on social out of the gate, don’t just push out content. Search for ways to connect with your followers. Evaluate your social stream as you would when considering an actual friendship: Does this brand make me feel good? Is it helpful? Do I enjoy its company [content]?
Keep It VisualThe key to keeping someone’s attention these days is visual content. Our brains process images 60,000 times faster than text. Therefore, it’s no surprise that visual-based social media is booming. But photos aren’t just for Instagram and Tumblr. Twitter can also be a useful platform for sharing images if done right. Create visuals that hook a consumer.
Target, for example, incorporates engaging photos and cleverly uses illustrations to encourage consumers to be creative in their own homes. This includes providing ideas for crafts to make or activities to do with the family.
Also, pay close attention to how your top influencers are using visuals. They can give retailers ideas for their own social marketing programs. Lunchbox Dad is a great example. He uses images to show anyone how to turn an ordinary movie night into a Friday night event that will make your own family swoon. He is also creative in the way he layers on graphic headlines, merging beautiful photos with text.
Bring Followers Back To Your Web Site — And Keep Them There
If tweeting strong content and bold visuals directs consumers back to your web site, then be sure you keep them there. Putting the effort into social media is a lost cause if your supporting web site isn’t engaging, or worse, your social image doesn’t mimic your brand image.
If your brand is minimal, simple and chic, like blogger Kendall Rayburn, then make sure your Twitter account doesn’t feel bold and in-your-face. Tie the voice and appearance of your Twitter presence to that of your brand.
Direct Message Your Most Vocal Fans
There’s nothing that signals customer service better than a personal message or offer. Find ways to “direct message” loyal fans with special codes that reward their passion for your brand. After all, not every Twitter interaction needs to be outward facing in order to create loyalty and connect with consumers. But communicating in the public sphere is also a powerful way to engage.
Raymour and Flanigan, for example, uses its Twitter as a platform for answering customer concerns. From my own personal experience, Raymour and Flanigan quickly responded to a question I posed on Twitter. Their prompt answer resulted in an impromptu visit to their store and a new set of living room furniture.
But the furniture giant goes beyond being personable to its followers. It also ties online efforts to in-store customer appreciation days. These events send personalized invitations to online followers, offering the opportunity for them to receive special gifts at retail locations. This type of cross-promotion goes a long way in not only fostering loyalty and engagement, but also word-of-mouth marketing.
You never get second chance to make a first impression on social. How many social handshakes will you make today?
As SVP, Brand Strategy at Collective Bias, Holly Pavlika oversees marketing and PR and Social Strategy. Pavlika, also a blogger, founded MOMentumNation while serving as the Executive Creative Director and Managing Director at Big Fuel, a pure play social media agency. She is an award-winning creative marketing industry veteran who was recognized in 2012 by Klout as the “most influential agency person” and uses her voice for social good with 10X10 Educate Girls, Every Mother Counts, Global Poverty Project and the UN Foundation Shot@Life campaign.
