Facebook has become so integrated into daily life in this day and age that most of us don’t even see it as a primary activity anymore, more so something we do while doing something else. It is a hobby, a distraction, rather than a mission.
For companies, however, social media is so much more than a hobby. They rely upon social media pages to connect with their consumers and engage in conversations to better their products.
Companies must create their own presence on social media platforms, for example Facebook, because it they don’t do it themselves, they risk having one of their constituents create an account or page. In the article, Social Climbing: Luxury Fashion Brands Must Embrace Social Media, it is illustrated how this problem could arise for companies without social media campaigns in use.
For example, upon searching “Louboutin” on Facebook, up pops “Christian Louboutin,” the company’s official Facebook page. Directly under it is another page entitled “Love Louboutin” and another underneath that titled “Christian Louboutin = Love.” This is great for the company, but what if a consumer of theirs didn’t like the shoes? What if directly underneath the official page, there was a page called “Hate Louboutin?” Companies need to be in control of their name, especially on social media platforms.
Beginning a social media endeavor takes more than just setting up a Facebook page. The best practice for beginning this journey is to decide on a voice first. Facebook is indeed more casual than the company’s official website is likely to be, but being too informal could be seen as unprofessional and turn some consumers away. This must be decided upon by all of the members that will be contributing to the page. Also, the frequency of updates needs to be agreed upon so as to be consistent throughout the process. A plan for how to react if negative comments are posted is necessary. Crisis management is always better handled before it is necessary. It is essential to include a link both to the company’s website from its Facebook page and from the Facebook page to the company’s website.
Using social media to drive fans to company websites is a commonly used practice. For example, Lauren Conrad (a prominent reality TV star and designer) uses her Twitter, Facebook, and Pinterest to drive traffic toward her personal website. She uses these accounts to gather feedback about what her consumers want her to design next or focus on in her next blog posts.
Without a social media presence, a company cannot hope to rise above other companies and be successful in standing out. In the article, How the Fashion Industry is Embracing Social Media, it is described how social media is fashion’s hottest trend. It is so crucial to include social media in a company’s plan; those who do not join will not succeed in their endeavors because people expect to have links to social media pages and look down upon companies that do not have them as being outdated.
— Posted by Beckie Sweet