Tips to Drive Brand Engagement, Loyalty and Sales via Social Media
5. Consider adding a holiday gift guide or other seasonal tabs to your Facebook page, said Burke. Other tactics to help brands market products include the following:
• providing easy access to product ratings and reviews;
• integrating product guides and discovery tools (e.g., fit-finder for apparel, value-added content such as how-to videos);
• merchandising your best-sellers and top-rated products; and
• allowing for purchases directly in Facebook by embedding a shopping cart functionality.
6. Leverage existing assets for Facebook, Goldsmith said. Title Nine treated its "We Love Our Fans" giveaway on Facebook as a shrunk-down version of the promotion's email campaign. Use your entire staff to monitor your company's social media activities. It doesn't have to be the sole responsibility of an e-commerce team; task customer service, finance, warehouse/fulfillment teams and others with keeping tabs on what being said about your company.
7. Support your customers’ lifestyles with aggregated content from media outlets, blogs and other channels (e.g., YouTube videos) that mesh with their interests. User-generated content (UGC) from other customers is particularly engaging, said Burke. In addition to UGC, integrate advanced feedback functionality into your Facebook page, he added.
8. Integrate social media efforts into your other channels, said Burke. Put a Facebook like button into the header of your e-commerce site, add icons to your Facebook page, Twitter feed and YouTube channel on your mobile site and/or apps, he added.
9. Gain valuable insight into your fans Facebook activity by regularly checking Facebook Insights for analytics, Goldsmith advised.