The Monthly Retail Social Juice Index Spotlight: Ice.com, Shari's Berries, J&P Cycles
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- We've warned before about relying on the same schtick, but what if formulaic posts are working? Look around at your competition. In the case of jewelry brands, for example, most others are using the same formula (i.e., product pics with links) with similar success. What distinguishes your brand? And can you break away from the pack by doing something different?
- We all know that photos boost engagement, but how you use them depends on the nature of your fans. What rallies them? Is it identifying with a community? Is it adding a diamond to a wish list? Is it having fun with quirks and imperfections? Is it showcasing attitude? It's not enough to post photos anymore; they must be interesting, and they must tap into fan energy that's specific to your brand.
- Don't be afraid to look at low-performing posts and dig into why they failed. Not this: "Fans don't like links to our blog, so let's not post anymore of those," but this: "What is it about blog content — or how we're pitching it — that isn't resonating?" Though revealed through Facebook, these kinds of insights are far more valuable than a simple analysis of what fans "like" on the social network. They can impact a brand's broader content marketing strategy.
Carolee Sherwood is the conversation manager at Media Logic. Carolee can be reached at csherwood@mlinc.com.
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