Facebook For Your Fashion Business Part IV: Avoiding Pitfalls
When it comes to Facebook, or any social media platform really, all brands make mistakes – whether an issue with a campaign or simply not using social media to its fullest potential, it’s a good idea to try and steer clear of unnecessary pitfalls.
3 Ways to Help Make Sure You’re Avoiding Pitfalls
Not Following Through
When your brand commits to a campaign, you need to follow through on what you promise to deliver to your audience.
For example, let’s say your brand is doing a user generated content campaign where the audience gets to choose the name of your next collection. Afterward, if your brand doesn’t actually choose one of the names that was submitted, and your audience gets wind of it, there may be upheaval. They were excited to participate and have this “special” and “exclusive” ability to help one of their favorite brands. They gave the love, now you must too.
Not Utilizing the Social Real Estate
Facebook provides a lot of social real estate; the about section, cover image, profile image, the tiles below your cover image, and of course your timeline. Use it!
- Completely fill out your “About” section and use it to allow your audience to contact you and find you in other places (ex. Twitter handle, Phone #, address, email, website)
- Use your cover image and profile image to show something about your brand – ex. the cover image can change with campaigns to show what’s the latest and greatest
- The tiles below your cover image are great for apps, photos, and integrating more content (such as youtube videos). Customize these to fit your brand and catch attention.
Not Testing and Learning
One of the biggest mistakes a brand can make is not learning from your testing of social content. Really pay attention to what works and what doesn’t.
When you realize that certain types of content are not getting the engagement level needed for the effort put in, drop it. Move on and try something new. Better yet, ask your audience what they prefer. Make them part of your brand – people love that!