Social networking marketing is no new idea. It has been around for decades, with brands using in-house teams devoted to managing their social existence, and services made solely to provide information on these channels.
Having worked inside social networking marketing, it can seem that there is a set of rules you must abide by when running business accounts. You Just Have to perform a quick Google search to find the supposed best practice:
1. Post Frequently
This is a balancing act: you do not want to post so frequently that people get upset and depriving you. But you need to post frequently sufficient to frequently appear on your followers’ feeds.
Socialbakers advocate you need to post on Facebook between 5-10 times a week for the best outcome, and three times per day on Twitter.
If you are worried that the latest Instagram algorithm will penalise you in case you post often, then worry no more, as that myth has been busted.
2. Engage With Followers
The meaning of social networking would be to inject personality in your brand, right? And what better means to do so, than by connecting with your followers?
We are told that we need to respond to remarks on Facebook posts, retweet tweets sent to us, and also to like Instagram posts we have been labeled in.
It’s what people have come to expect. Research by Search Engine Watch found that 70 percent of Twitter users expect a response from brands they’ve messaged, and 53% desire a reply within the hour.
3. Embrace New Platforms
Facebook, Twitter and Instagram might be the big ones, but there are many different websites out there. Snapchat, YouTube, Pinterest, WeChat… it might be tempting to try them all, irrespective of whether you get a clear plan.
The Rulebreakers of Social Media Marketing
Arguably, rules are there to be broken. And if they’re broken, does that mean they’re not relevant?
I wished to look at the way in which the luxury fashion market has embraced social media for promotion. There were a few reasons for this: firstly, since I adore style, and second, since I feel that the sector faces a lot of misconceptions.
There are many people around who laugh in the face of style, seeing it as “fake” and “fluffy”. Not dissimilar really, to social media. Simply ask a social networking marketer what the worst portion of the occupation would be, and I guarantee it will be having to justify themselves into the rest of the company — repeatedly describing that social networking is an engagement instrument, not a revenue tool.
For me, fashion and social media seemingly go awry. Fashion is based on selling a story, with each manufacturer representing a unique personality. We purchase into brands we want to believe reflect our personality. If you would like to be smart and innovative, then obviously it’s Chanel. If you would like to be perceived as grungy and cool, then Saint Laurent is your new for you. Alternatively, if you would like to project glamour, then it’s Versace all the way.
Would you so think, the best way to flaunt these changing personalities is by way of social networking marketing?
Well actually, that’s not the situation. I will explain to you how the luxury fashion business is breaking these three “golden rules”, and it’s working for them.
It’s essential to be aware the following applies to some business — it’s all a case of understanding who your customers are.
Thus, let us see just why these rules are getting to be extinct.
Rulebreaker #1: Post Frequently
I ran some research into how the major luxury fashion brands utilised social media as an advertising channel (to pick the brands, so I seemed in Deloitte’s Global Powers of Luxury Goods 2017).
… that figure Socialbakers recommended, about posting on Twitter three times per day (aka 93 times per month)? Not correct!
The four big Fashion Weeks were stored September and October, so due to these skewed results, I revealed figures from months when compared. Nonetheless, it’s obvious to see that postage frequency is significantly lower than the recommended ideal.
Balenciaga posted just twice in October, nevertheless they’ve over 700,000 Twitter followers.
This sin is a conscious decision, and it functions. But why? Well, luxury style is all about exclusivity. After all, you would not get a Burberry mac if any man was wearing a single, do you?
Exclusivity equals aloofness. Luxurious fashion brands do not want to reveal too much on social networking, since all of a sudden, everybody is given access to their own entire world. They have become mainstream. That’s the departure of a luxury fashion brand new.
Apply this on your own brand: how do your website and mails depict you? Can you place yourself too exclusive, or are you more open with your customers? Your new positioning should be constant across all stations — including social media.
Now, think about your customers: how busy are they social networking, and do they engage with you, and other brands?
This will decide your frequency of posting. If you want visitors to have total access to a new, and they actively engage with youpersonally, then by all means, post regularly. But if you depict yourself as high-end or exclusive, or your followers on interpersonal media do not react well to being bombarded with posts, then tone it down.
Rulebreaker #2: Engage With Followers
The 70 percent of Twitter followers that expect a response from brands will be quite disappointed if they’ve tweeted a luxury fashion brand new.
We’ve already established that staying and aloof are critical for luxury fashion brands. What greater way to be aloof than by remaining quiet?
That’s what luxury style brands are doing, and it’s working. They have just broken the second rule of social networking marketing.
With over 37.8 million Twitter followers between these ten brands, people just can’t get enough. In actuality, Chanel, Saint Laurent and Balenciaga possess a 0% engagement rate, nevertheless followers continue to be having discussions about these, and embracing their own service.
Therefore, what degree of engagement in case you apply to your followers? Whilst your brand might not be entirely exclusive, that has the time to retweet and answer to totally everything? Having one person working in social networking marketing as opposed to three will radically cut your capacity.
Additionally, you need to consider your followers. It’s quite self-promotional to re create every single compliment that’s said about your manufacturer, and will that include some value for your visitors? Likely not. They will probably unfollow you.
Whilst it’s common courtesy to respond to customer questions or complaints (a fast “please private message/DM me your particulars and I’ll take a peek” is your best bet, to get any negative comments away from the public eye), you shouldn’t be made to feel you need to engage with everyone.
Rulebreaker #3: Embrace New Platforms
If you operate in social networking marketing, you are going to understand the delight when a new social networking channel is established.
But it’s better to be busy on a few stations, and execute them successfully; instead of distributing too thinly across all websites, and not doing any of them particularly well.
Input Céline. The embodiment of chic at its best, they’re not understood by everybody like Gucci and Dior, but they do not want to be. Who’s the Céline lady? She’s into fashion, but she’s understated, sophisticated. She hates being brassy, much preferring classic, very good quality items and muted colours.
For Céline, acquiring a minimum social networking presence is logical. Whilst they combined Instagram back in February 2017 just days ahead of their Paris Fashion Week series, they do not possess a official Twitter accounts or Facebook page.
And that makes total sense. After all, the Céline girl isn’t likely to shout to the whole world that she has just bought a beautiful Luggage Tote in dark (aka The Most Beautiful handbag in the World). That’s why Céline does not do flashy symbols — that a new devotee will immediately recognise a Céline design, and gently admit it.
That bag! Source: Kimball & Kedzie
Thus, Céline will act in exactly the identical way that their customers do. They do not want to be understood from the masses. Rather, they are interested in being worn by fashionistas, to be quietly recommended by word-of-mouth, and have a loyal client base for life. Social networking marketing is just not for Céline.
Whilst Céline requires it to the extreme, it’s so important to keep your client in the front of mind when determining your social networking plan. You need to know which websites your client uses, then set up your accounts accordingly.
Why would you be busy on Snapchat, when 61% of users are 18-29, and bulk female, if your target market will be 30-50 year old men?
Thus, Are the Rules of Social Media Marketing and Advertising Extinct?
Perhaps that’s a bit dramatic, but these three “golden rules” aren’t set in stone. What works for a single brand, will not work for another. The luxury fashion business surely demonstrates this.
Irrespective of which industry you operate, you always need to think about the client. Find out which social networking channels they are busy on, and start building your plan.
Specifying the level of involvement and optimal posting frequency is going to be a case of trial and error — it’s something that you’ll learn as you go along.
When there’s one piece of information to take away, it’s this: only because rules are still there, it does not mean they need to be adopted. Anyway, breaking the rules will be enjoyable.
If you’d like to talk about all-things sociable media marketing, then why not get in touch?