The pairing of fashion and social media seems like an obvious decision. Most people take fashion advice from friends before making fashion buys, and for online fashion brands in particular, to integrate their e-commerce with popular social networks like Facebook is a no-brainer. But just creating a Facebook page and setting up the like button on your website is only the first step. There are a few very important things that all fashion brands have to take into account when planning their presence on Facebook.
Content is king
This maxim has been repeated so often that it’s practically a cliché, but its importance cannot be overstated. Mukesh Bansal, CEO, Myntra.com, said, “Social media helps us engage with, understand and grow our audience. Content is the most important thing with special focus on visual imagery unique to the brand. The content strategy needs to drive discussions on your products, fashion and non-fashion related content.” The content on your brand’s Facebook page can also be extended beyond the products offered. Fashion and You CEO Pearl Uppal said, “The fresh trends, informative articles, latest news, insider scoops and fashion tips all help. We covered the Lakme Fashion Week and brought latest news and insider reports in real time exclusively for our members.”
Engagement, interaction and innovation
Great interactions are what drive sharing on Facebook, and Yashraj Vakil, COO, Red Digital, noted, “The brand should understand why it is on Facebook. The obvious answer is to showcase their latest collection and sale items, but today, brand loyalty is non-existent. A fashion brand on Facebook should aim to build loyalty and offer customer service.” Uppal further said, “You have to give your fans a reason to come back again. The page should be an interactive forum, so people can post comments, participate in contests, and win prizes. We are driven by feedback and let our members share their experiences directly on Facebook.”
Bansal added, “Innovation helps beat the competition. A person will ‘like’ 10 brands, so you have to effectively engage the audience, through participating, sharing, recommendations and reviews. Having a dedicated team to respond, resolve issues, or just interact with the audience goes a long way in building connect and trust for the online fashion brand.”
Go beyond Facebook
Facebook is a great place to interact with your fans, allowing you to engage with them in a number of ways, with easy to set up polls, contests, photo and video sharing and real time feedback. But for a brand to do well on Facebook (and in actual business), it needs to go outside Facebook as well.
Vakil said, “Go beyond Facebook to build your fans on Facebook. Use mobile based tools such as Twitter, Google Buzz and Foursquare, where customers buying a particular product could let their entire friends’ network know about their buying decision. Invariably happy customers write about the brand and spread positivity.” He also suggested other ideas to build the brand on Facebook, such as on ground, in store activities that drive people online, and also vice versa. As Uppal pointed out, fans made the page a success, and aside from making a page successful and engaging, they also decided the fate of the business.