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BizReport : Social Marketing : September 16, 2015

Top 3 tips for a better social strategy

The social space requires a different kind of approach than other advertising. People there don't necessarily want straight-up ads, they want content, engagement and something special. Here are our top three tips for a better social commerce strategy.

by Kristina Knight

Kristina: Facebook, Twitter, Instagram and Pinterest all have their toes in the social commerce waters, who do you expect will come out as the leader in social commerce and why?

Mike Rowland, Director, Customer Experience Practice, West Monroe Partners: It is too early to tell. With the introduction of buy buttons, each has the opportunity to be the leader. Perhaps they will lead in only a segment (Pinterest in fashion, crafts, products aimed at women for example), but each has a great opportunity to increase its relevancy to its user base by strategically offering social commerce training, execution, and measurement to brands.

Kristina: What do retailers/brands need to do to improve the social commerce experience?

Mike: Retailers and brands can improve the social commerce experience by understanding that it is an extension of their own unique customer experience. There is a tremendous opportunity in the marketplace for smart brands to help shift consumers' social behaviors towards commerce by providing a positive, unique experience based upon their own brand promise. We are just beginning to see the consumer adopt social commerce as a means to build relationships with brands. Understanding that social is an extension of the retailer or brand experience and treating it accordingly will improve the results for both consumers and savvy social brands.

Kristina: For brands considering adding social commerce options, what are your top 3 tips?

Mike: 1. Stop spamming your social followers with the same offers as every one of your competitors
2. Consider using the "sharing economy" tactic of making a limited time offer that increases each time a friend purchases up to an economically viable sale
3. Utilize data to guide your decisions, not just a planning calendar

Image via Shutterstock

Tags: social marketing, social marketing tips, social strategy, West Monroe Partners

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