Perhaps I’m in a unique situation, living in downtown Manhattan with very limited storage space, but transitioning wardrobes for the changing seasons has always been, well, a process. When I open up my various suitcases and zippered bags, I feel compelled to analyze, try on and reconsider everything before hanging it back up in the closet. The “spring cleaning” approach is also a great method of taking a step back and reviewing your media/platforms and assets to see what’s working, what’s relevant, and what you may want to consider throwing in the “out” pile. A comprehensive review requires concentration and several uninterrupted hours, so this time of year, when everyone switches to vacation mode, is the perfect time to schedule your session.
It is a fundamental error for any brand marketing team not to understand their target audience, regardless of whether the impression or relationship with the customer is based online or offline. Now, as social media provides a forum for a more authentic, transparent and personal connection, it brings to light just how well a brand has judged (or misjudged) their customer base.
Facebook recently announced that it is rolling out the Timeline redesign layout for Pages (this format had previously only used for individual profiles). While converting to the new layout is currently optional, as of March 30th, all brand Pages will appear in the timeline format. What does this mean for your brand’s Facebook Page and how can you prepare?
Did you know that over 425 million people access Facebook from a mobile device every month? As a brand, capitalizing on your Facebook fan base through applications is a strategy employed by a vast majority, yet almost none are designed to be compatible with mobile devices. One of the first brands to overcome this challenge is Michael Kors, with the launch of their recent Mother’s Day campaign, “What She Wants.”
Twitter. Tumblr. Facebook. Pinterest. Instagram. LinkedIn. Google+. Luxury Society. These are some, but not even close to all of the social sites where I currently maintain a *personal* presence. In addition, there are equally as many social profiles that I am newly responsible for managing on behalf of my employer. In order to better understand how the professionals handle this juggling act (and to genuinely pick up a few pointers myself), I decided to ask fashion social media stars Aliza Licht (of Donna Karan) and Cannon Hodge (of Bergdorf Goodman) how they handle it all.
Throughout recent years we have seen the internet develop at a rapid pace. Online technology evolved, allowing brands the capacity to do more than ever before. Social network platforms have grown into today’s digital superheroes, as we’ve prioritized community and the quest for connecting the brand with as many users as possible. We have done this largely by allocating budgets to ‘social’ initiatives and leveraging Facebook, Twitter, Instagr.am and other social platforms for our brand.