On the heels of the news that long-beloved department store Loehmann’s, which opened its doors in 1921, would officially be closing its doors, Alexandra Weiss a partner at CA Creative, shared 10 tips that mature brands can rely on to create and uphold a strong social media presence with new and younger audiences.
Here’s what she had to say:
1. Develop a Social Media Platform Strategy
Just because a new social media platform pops up in the news doesn’t mean a brand immediately needs to jump on the bandwagon. Instead, brands should identify which platforms their target audiences frequent most. For example, Pinterest has a predominantly female user base, and therefore, if a brand is trying to attract a male consumer, then a different platform should probably be prioritized.
2. Keep Up-to-Date on Digital Trends
That said, it’s important that brands remain educated on new trends emerging in the digital space. There’s no better inspiration for coming up with an innovative initiative or strategy than combing the trade sites for exciting developments, and constantly being aware of what the brands in your competitive sphere are doing.
3. Dive into Conversations
The reason they call it “social” media, is that it gives brands the opportunity to have real-time conversations with their consumers, target audiences, on-brand publications, influencers, and friends. Content should always include a good dose of initiating engagement and conversing with people. In this way, social platforms can even serve as extensions of traditional customer service models.
4. Stay Relevant
A brand should research which cultural topics and influencers their target audience is talking about. An easy way to discover these conversations is to search for popular hashtags on Facebook, Twitter, and Instagram. Brands should pinpoint the overlap between their values and their audience’s areas of interest, and then infuse these buzzworthy topics into their content strategy to excite and engage users.
5. Create Content with High Share Value
With so much competition out there, it’s important for brands to create attention grabbing content that users will be excited to share. Content with high-share value is more likely to create a viral effect, exposing brands to wider audiences. Users tend to share content that is less promotional and more personal. Therefore, brands need to look for content inspiration beyond the products they’re selling, and mix in content that is inspiring, beautiful, and useful.
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