Social Media Strategies Retailers May Be Overlooking
If you maintain a page on Facebook for your retail business, or even if you simply have a personal page there, you may have noticed a lot of grumbling going on recently about how inconsistently a page’s posts show up in a fan’s news-feed.
Some people feel this is a ploy on the part of Facebook to sell more sponsored posts. Facebook says that is not the case, that their Edge Rank algorithm has always meant that page posts probably only end up seen by 20% of a page’s fans and it is just now that people are realizing this.
While all is not lost for retailers on Facebook (the more people like and interact with your posts the more likely they are to see more, so companies really have to work on engagement) there are other social media channels that retailers can consider using that may offer a better ROI than Facebook, if you go about it the right way. here are a few ideas:
Image Sites – Pinterest and Instagram
Image based sites – with the biggies being Pinterest and Instagram – are a perfect match for retailers because you have all of those lovely products to showcase. On the whole retailers have flocked to Pinterest and many are having great success but ignoring the power of a mobile based platform like Instagram may be a big mistake.
The mobile audience for the Internet in general is growing rapidly and this is especially true for the retail business. More and more often people are shopping from their smartphones rather than their desktops and with a membership of over 100 million as of September 2012 Instagram users are a huge audience to tap.
YouTube’s audience is huge and yet most small retailers are still doing very little to leverage its marketing potential, something that again, makes little sense. Why miss the chance to share with potential customers what your products actually do as well as what they look like? Making a video is more work than posting a Facebook post or sending a Tweet but it is also a tool you can then use on these sites as well so in fact it potentially offers a great return on the investment of your time.