Betsy Sullivan

Social Media Campaign Objective

Company: BeStylin





Campaign Timeline: 2/23/2014 4/13/2014




Integrated Marketing Communication
Professor: Kirsten Theye
2/19/14


OVERVIEW
Brand Name
Be Stylin


Tag line
Your fashion go to girl


Introduction
Short Description:
o A fashion forward thinking company for advice on styling, shopping & sharing of
trendy looks & inspirations
Long Description:
o My company is completely conducted online and will not clarify a city or state
because I want people to feel as if I will always be there for them with no
distance separating our potential relationship. This company is for people in need
of a fashionistas advice on what clothing, accessory and shoe items to
coordinate together. I encourage my fan base to feel completely confident in their
wardrobe and will be there to offer my opinion and advice on any styling
questions or concerns.
o In addition to offering styling advice, I also give shopping advice because I have
worked in retail for the last 3 years and am familiar with several retailers and
price points. I will be able to help people who are looking for a particular clothing,
accessory or shoe item and dont know where to start or who need advice before
making a purchase decision.
o I will encourage other fashionistas and those interested in fashion to give their
styling advice and to share their trend and outfit inspirations.


IMC Plan Description
o My social media campaign will focus on acquiring an audience that has some
sort of interest in fashion or desire to learn more about fashion. My plan will
encourage interaction and sharing of creative, interesting content. I will take on
an upbeat and sophisticated voice to appeal to my audience of adolescent and
young women between the ages of 13-25. I will aim to be a source of information
for people who need help with styling, shopping and trend information. For the
younger section of that age group I will hope to be seen as a potential fashion
icon while for the older section more of a personal stylist. However, I hope to be
seen as both by all who lay eyes on my social media content.
o My message to my targets will be that I am their fashion go to girl and will be
enthusiastic to help them. My goals for my whole campaign will be social
engagement, relationship building, credibility, helpfulness and punctuality. I will
implement my plan through Facebook, Twitter, Instagram, Tumblr and Blogger,
while using Hootsuite to schedule content.
Target Market
Adolescent and young women ages 13-25 who use the Internet to get information on
fashion and the latest trends.
Although I am starting off with my target market gearing towards women, I also hope to
gain a strong male following. I will be posting content pertaining to mens fashion and
styling your boyfriend, so hope that more men will follow me as my campaign goes on.

Market Analysis
Many fashion companies are taking advantage of the benefits of using social networking
to gain customers and a fan base. Since fashion is an art form, it is essential to share your
companys visual creations with fans of your brand and potential customers. Fashion houses,
designers and retailers are rushing into the free social media phenomenon that is reshaping not
only interpersonal communication, but how apparel, accessories and beauty products are
marketed and sold (Stephenson, 2009). Although my company is neither a fashion house,
designer or retailer, my core component is fashion and styling and I will be sharing content from
these sorts of companies. Therefore, the majority of my research is focused on for-profit fashion
companies, since there is not a strong online presence of companies such as mine. However, I
believe this will end up being advantageous for me.
San Francisco based online fashion upstart brand, Betabrand, founded by Chris
Lindland, is on a mission to create the worlds first truly social clothing company. Bretabands
core strategy is, injecting shareable, conversational elements into every design by feeding of the
news cycle and blogger communities. Social engagement and good online content are the key
components to Bretabands success (Wang, 2013). When social engagement is met, customers
can feel like they are part of the brands extended family, and therefore the brand itself, while the
interactive element further deepens that relationship, said Alex Bolen, chief executive officer at
Oscar De la Renta (Stephenson, 2009).
Fashion Week has changed greatly in recent years because of the increase in digital
communications. According to Galloway (2013) One thing seems certain: To garner online
attention during fashion week, designers, brands and social platforms must provide fans with
ever-greater access (Galloway, 2013). Marie Claires creative director and Project Runway judge
Nina Garcia says she attends endless runway and fashion shows so that she can translate the
information for readers and give advice such as what to wear for your first day at a new
workplace (Flores, 2013). She went on to say that the companies that will emerge as leaders of
fashions future will be able to offer shoppers fashion solutions through technology (Flores, 2013).
My company will be doing exactly this- offering followers fashion/styling advice and solutions
through social media. Therefore, I think my company will stand apart from others because my
services are completely free with there being no need for followers submit photos wearing a
certain brand or designer.
Fashion designers such as Rachel Roy and Charlotte Ronson share snapchats of their
personal lives and their companys activities through social media (Stephenson, 2009). People
desire to know what fuels designers creative ideas, why they design and want to get closer to the
brand, said Frances Pennington, the vice president of global marketing at Juicy Couture
(Stephenson, 2009). In an effort to get people closer to their brand, Juicy Couture launched on
interactive social media platform on its website, called Club Couture, which allows customers to
put together looks from the collection and share the outfits with friends who can rate it and create
their own (Stephenson, 2009). Sharing of looks and creating outfits is exactly what my company
will be aiming to do, therefore I should adopt a similar tactic to that of Club Couture.
According to Bautista, more people are using social media for wardrobe advice,
inspiration and the latest trends (Bautista, 2013). A recent study revealed that 38 million 13 to 18
year olds in the U.S. said that their purchasing decisions were influenced by social media
(Bennett, 2011). Additionally, 81% of shoppers say that posts from their friends on social media
platforms such as Twitter and Facebook directly impact their purchasing decisions (Bennett,
2011). Since adolescents clearly correlated social media use with shopping, my companies
shopping advice could become a significant component. This age group seeks out assurance that
what they're wearing is cool and in style. Therefore, I can be there for them to make them feel
confident about their purchases.
Upon doing research on how to be engaging on social media, responding to customers
in a timely manner is very significant. 50% of Facebook users and 80% of Twitter users expect a
response to a customer service inquiry in one day or less (Bennett, 2011). Professionals in the
fashion industry also agree that updating in a punctual manner is significant. Robert Triefus,
worldwide marketing and communications director for Gucci states, The currency of the Internet
is such that if youre not updating on a timely basis, individuals are disappointed. (Stephensen,
2009) Therefore, another strategy of mine will be punctuality in my responses and updates.

Positioning
From this market analysis on what other fashion companies are doing to succeed with
strong social media platforms, I have a better idea of how I want to focus my company. I have
highlighted some of the tactics in grey that these companies are using because I would like
remember them and potentially include these as tactics in my campaign.
The fashion world is shifting, needs are changing and peoples shopping habits are
changing. Its clear that [consumers on social media] are part of the overall fashion conversation,
Rachel Roy stated (Stephenson, 2009). It is refreshing to hear this information, knowing that the
aim of my company will be at starting that fashion conversation. Since my company is purely out
there to help people not convert sales, will be encouraging fashion conversation, giving helpful
advice and responding to followers in a timely manner, I believe it will succeed. My company will
stand out from others because I have no focus on sales. Audiences will be able to see me as a
genuine resource since my underlying goals wont be profit based.


STRATEGY & GOALS
Overall Strategy
Main message: I am your fashion go to girl aka your personal stylist
o I will boost your image and your confidence
o I am here to help you feel amazingly confident in your outfits
My voice : Upbeat, enthusiastic, sophisticated and trustworthy about fashion and trends
with an aim to please everyone I connect with
Create fashion conversations


Marketing Goals & Tactics
Social Engagement
o Engage customers through social media interactions to the point where they log
into social sites before getting dressed each morning to get advice and then
share pictures displaying their styling and trend advice.
Encourage and influence people to want to seek out my advice


Relationship Building
o Because each person is different, I will offer unique, personalized advice to each
and every person who seeks my advice.
o I will gage each person's fashion sense and inquire as much as needed to get a
feel for how that person should be styled.


Credibility
o I want to be a credible source in the immense fashion industry and want others to
trust in my advice
o Trust needs to be earned- earn my followers trust through producing appealing,
informed and share worthy content
Only post content myself and my followers would be interested in seeing
o Once others get a feel for my style and how my company runs, influence them to
post pictures of their outfits creations or ask styling questions
Continue to build credibility throughout the campaign
o Include my Styling Portfolio website and inform followers to check it out to see
the many looks I have created


Be Helpful
o I want those who I communicate with to feel my advice was helpful and valuable
for them
o Provide my followers with amazing customer service by responding as soon as I
have seen their post and respond with an aim to please
o Treat my followers as clients with an aim to fulfill their fashion needs
Punctuality
o Respond to my followers posts, questions, comments, etc. within 6 hours on
weekdays and 8 hours on weekends.


Create an upbeat, sophisticated and friendly online image
o Make others want to be best friends with my online presence
o Get followers to look up to me as a fashion icon


IMPLEMENTATION
Social Media Outlets
Facebook
Twitter
Instagram
Tumblr
Blogger
Hootsuite
Facebook
McGinley, who worked with Mark Zuckerberg when the platform was just getting started
believes the site remains the foundation of the entire social sphere online (Galloway, 2013). The
top fashion related Facebook pages to like are Vans, American Eagle Outfitters, Abercrombie &
Fitch, Ralph Lauren and I love Being Black and the average total number of Facebook likes for
the top 50 fashion pages is 1.74 million (Bautista, 2013. http://mashable.com/2013/02/15/fashion-
social-media/). Facebook will serve as my overall social media base and from it, I will spawn
conversations and content with other social media sites.
Surprisingly, several million of those are from International Facebook users. Something I
have noticed through my own Facebook use and through study abroad, is that all the
International students I have met use Facebook and want to be friends, even if we barely know
one another. Therefore, it would be smart for my company to try and include global perspectives
through Facebook.
75% of Facebook purchasers say theyre asked for advice on their friends buying
decisions and nearly 1 in 3 Facebook users have purchased something after sharing, liking or
commenting on it on Facebook (Bennett, 2011). With the influx of adults on Facebook, I think
young people are less apt to post just anything on Facebook, whereas they would on Twitter.
For me and my friends, Facebook pictures need to be really good to post and we need to really
like the way we look, because we wouldnt all 600 of our friends to see a mediocre photo.
However, this is completely untrue for Twitter because adolescents and young adults seldomly
have to worry about their parents or other adult friends using Twitter. Therefore, I will use different
photo sharing tactics with audiences in Facebook and Twitter. Audiences will be encourage to
share more casual, carefree in the moment sort of photos on Twitter, whereas that wont be
highly encouraged on Facebook.


Goals
Have clear, easy to comprehend information about my company
Entice people to engage with my content, whether it be image sharing, commenting, or
answering questions
Get 100 Likes within the first 2 months and 50 for each succeeding month.
o For class purposes, get 50 likes by the end of the 6 week mark.
Encourage global sharing and get perspectives from fashionistas across the globe


Tactics
Have a strong About section with an enthusiastic, upbeat and clear message about
myself and my company
Feature a Style on the Street look every week - in coordination with Instagram
o Include short bio about the person and the inspiration behind their outfit
Feature my own style looks and looks of people/friends who I have styled to create a
genuine, down to earth, non shy approach to encourage others to share their looks as
well.
Use some sort of imagery post every day but create a balance between straight images,
articles, and other content with imagery
Every other day feature a quote or question thats easy on the eyes and enticing to
comment/respond to
o Visitors new to a page wouldnt want to be too bogged down with constant
images
Stick to 1-2 sentence descriptions on content since people will likely only read the first
couple lines
Do a contest/sweepstakes in which someone will win an accessory item(s) from my
closet
Ask for volunteers to participate in a photo shoot styled by me! Post the pictures and
behind the scenes content
Get above 20 likes on half my content per week


Timeline
Week 1: Focus on introducing company and creating/sharing best content I can feature to
entice audiences
o Feb 23rd. Intro post about myself and my company
o Focus on creating content over sharing
o Images from:
My closet
Looks I have styled
Getting my name and what my company does out there
o Questions
Fashion inspirations
Pics from audiences closets
Issues/concerns with fashion
o 8 posts total
Week 2: Introduce look of the week of someones street style and begin sharing more
real world content
o Will be during my Spring Break- feature travel style looks
Introducing travel/global perspectives
o Encourage sharing of trip style pics
o Share travel & fashion based articles
Week 3: Introduce photo sharing contest to win items in my closet - Spring fashion
themed!
o Make it a 2 week long contest
o Winner based upon most likes on posted photos over course of 2 weeks
Week 4 : Invite followers to a free photo shoot and style advice session taking place in 2
weeks on March 27th.
o Encourage contest enterers
Entice with pictures of what they could win
o Inform audience about shopping tweet event
Week 5: Contest coming to end
o Set specific ending date and tally up likes to come up with results
o Announce winners - 1st, 2nd, 3rd and My Choice awards
o Picture of winners with prizes
Week 6: Spring photo shoot for everyone!
o Spring Photo Shoot and Styling Advice session held at my house March 27th for
anyone who wants to come
o Get feedback on company in general and other things discovered throughout
campaign
Measurement
Number of likes on page
Number of likes on content posted
Number of comments on posts
Participation in contest and photo shoot
Use Facebook Insights to assess social engagement


Twitter
This year, New York Fashion Week saw a major influx in the use of Twitter being used
from the runway shows. Fifty top fashion accounts live tweeted from the runway at 2012 NY
Fashion Week. Hashtags #dayinthelife and #FNO were used to curate the posts. Victoria
Beckham, Michael Kors, and Marc Jacobs have a significant presence on Twitter. It is important
to note that posts that contain the buzzwords win, winner, buy, new, and giveaway gain
47% more interaction on average within the Fashion Industry.
(Bautista, 2013, http://mashable.com/2013/02/15/fashion-social-media/)
Designers Rachel Roy and Charlotte Ronson share snapshots of their personal lives as
well as their companies activities via social media. Roy mixes promotional tweets, such as letting
followers know her entire RR 2010 Resort Collection Lookbook is posted on Facebook with more
personal tweets. I found some cute wellies by Hunter for my daughter and I green for me and
purple for her. Heres a link to more is an example of a personal tweet by Roy. This platform
allows her to nurture ties with customers. I hope that my relationship with customers will become
more intimate as they get to know me beyond my designs, she said. (Stephenson, 2009)
Gabi Gregg of 23 years used Twitter in a magnificent way by putting together a plus-size
fashion show on the Brooklyn Bridge as part of a series of Twitter-based challenges. This has led
her to be named MTVs first-ever Twitter jockey (Gumbs, 2010). Fascination with fashion has
helped breed followings for Tweeters masquerading as major industry figures, including fakekarl
(Lagerfeld) and fakeanna (1Wintour). Interestingly, these people came to Twitter fame because of
a great social media platform idea (Stephenson, 2009). Therefore, I need to make a name for
myself and establish my voice using smart, engaging tactics to get as many Twitter followers as
possible.
Being creative on Twitter and doing something fun and different is essential to get noticed
on this massive social network. Unless my tweets are retweeted or favorited they will not have
high engagement. I will host a shopping event via Twitter, encouraging everyone to come out to
West Acres to shop and Tweet their favorite styles, eventually meeting me at one of the stores via
clues that I provide. According to Bennett (2011), 22% of Twitter users have purchased
something after tweeting, retweeting, or favoriting it on Twitter. Therefore, I think this twitter
shopping event will get followers engaged with sharing shopping purchases and advice.
The great thing about Twitter is that its possible to get your message retweeted by people
with much more power and therefore I will follow popular fashion houses to interact with them. I
think that adding a personal touch to tweets, such as Rachel Roy does, would also be a benefit
for my company.
Goals
Build strong personal relationships with my followers
Offer followers quick fashion advice
Get my followers to participate in my shopping tweet event
Get other fashionistas out in the real world to follow me
Stay up to date on what's happening in the fashion industry and find great info/content to
post
Aim for half my content per week to be retweeted/favorited by at least 15 followers
Get 50 followers within 6 weeks
o Get 50 more followers for every following 6 weeks


Tactics
Build relationships with my followers by sharing not only professional and promotional
content, but personal content as well
Shopping Tweet event
50% question/quote tweets and the other 50% images/links
Be creative and different
Use popular buzz words and popular fashion hashtags so that content spreads
Respond to posts within 3-6 hours


Timeline
Week 1: Introduction to my company
Week 2: Focus on engagement: ask questions, encourage communication, share and
create best content I can put forth
Week 3: Prepare and introduce shopping Tweet event
Week 4: Shopping Tweet event
o Share Facebook contest info
Week 5: Focus on Spring Fashion - think of something creative & fun to do
o Facebook contest info
Week 6: Focus on spreading word about Spring Fashion Shoot and Styling Advice
session

Assessment
Number of followers
Number of favorites on tweets
Number of retweets
Participation in shopping tweet event and other promotional activities


Instagram
Fashion Week used Instagram to help bring what was going on outside into the social
realm by initiating A Day in the Life in which they featured photos and videos from famous
stylists and designers normal days. They emphasized delivering behind-the-scenes shots and
used a dedicated #dayinthelife hashtag (Galloway, 2013). Victorias Secret commands the most
followers on Instagram it has almost 2.2 million, following by Topshop with 1.1 million. Average
prestige brand users are 18 times more engaged on Instagram than Facebook and 48 times that
of Twitter. (Gauging Facebook's Social Media Lead, 2013).
Fashion brands have found a home on Instagram form the beginning, stated Emily
Smith, director of business operations at Instagram. The industry uses Instagrams medium of
beautiful images and videos as a way to share their latest creations, trends, and showcase the
lifestyle associated with their products in a way that is immediate, visual and authentic. She also
noted that with embedded videos, fashion brands can now include those images and videos on
their Web sites, blogs and anywhere else HTML is embeddable.
Instagram is both helping designers and brands give consumers an insider look while
also serving as a powerful platform to showcase new product. I believe Instagram will be a asset
to my company and I will take advantage of photo sharing of my own styling creations while
showcasing others inspirational looks. As Womens Wear Daily (2013) puts it, There is something
refreshing about seeing someone who is not a size zero, who looks like you do wearing an outfit.
You get a feel for what actual styling is (WWD, 2013, Latest Instagram Sharing). This knowledge
tells me that it is important to feature real looking girls and women in my images, because it will
have a stronger effect on followers if their more likely to associate those women with themselves.
One of the founders of an upstart online shopping boutique, Acosta says, What makes
Instagram so valuable is that it provides immediate feedback about what people like and what
they dont like (Greengard, 2012). They have about 20,000 followers on Instagram with about
1,000 new followers signing on to see the companys page each week. Acosta asserts that this
creates a unique relationship with their customers. Another smart tactic they have adopted is
showing imagery beyond clothing, to people, animals and interesting objects or designs. I feel this
is something my company should strive to do because it will create a balance among the fashion
posts.

Goals
Getting audience to post and share their outfit ideas and creations
Get all my followers to Instagram their fashion shopping purchases!
Feature Style on the Street section in coordination with Facebook
o Include real world looking women
o Just include a picture and small caption
Get followers to instagram cute outfits themselves and their friends are wearing during
the day

Tactics
Instagram clothing purchases made by myself and encourage others to
Outfit sharing contest
Instagram cute outfits creation ideas from my closet
Instagram pictures of simple styling techniques
Timeline
Aim for a post each day for the 6 week duration
o Coordinate some posts (no more than 60%) with what im doing on other social
networks
Assessment
Number of followers
Likes on photos
Number of comments on photos
Photo spreading and engagement

Tumblr
I decided to use Tumblr as my additional social media site because fashion companies
have a large presence on this microblogging social media site. Tumblr is described by Keath
(2011) as the fast paced, next shiny object please type of social network that is ideal for quick
consumption. According to Keath, photos, videos, quotes and questions are the currency in the
Tumblr ecosystem. A little attitude, edginess, and inspiration also plays very well amongst its
members. The brands that have access to large amounts of this type of media are, not
surprisingly, the brands that have embraced Tumblr the most (2011). Because of Tumblrs visual
nature, fashion websites have succeeded in engaging its members through covering their sites
with what to wear ideas, sharing their highly visual cultures and offering up links to sales.
Companies that have fared very well on Tumblr are Bergdorf, J Crew, Elle and Glamour
Magazines. Hemley explains, Elle Magazine uses Tumblr to showcase fashion highlights by
using photos with captions. The captions refer to design companies with the @ sign (e.g.,
@JasonWu). Elle tags photos with hashtags (e.g., #prefall) within the caption. Glamour
magazine uses Twitter to showcase a collection of their fashion editors trend obsessions of the
moment. Both Glamour and Elle integrate photos with their presence on Instagram.
(Keath, 2011, http://socialfresh.com/60-brands-using-tumblr/)
(Hemley, 2013, http://www.socialmediaexaminer.com/26-ways-to-market-your-business-with-
tumblr/)

With Tumblr, I will aim to engage audiences through my use of imagery and great fashion
specific quotes. Some companies do a great job of catching the eyes of audiences with their use
of balance among content. The ones that attracted me the most were the ones with the inclusion
of full fashion shots, body shots, professional shots, casual shots, quotes, quotes, video and
moving graphic. I noticed others that were full body fashion focused, which wasnt as easy on the
eyes.
I think I am making a strategic choice by using Tumblr because my target market has a
large presence on this social network. A San Francisco high school seniors say, Its different
from blogging because its easier to use, she said. With blogging you have to write, and this is
just images (Kopytoff, 2011). This is because younger generations have a short attention span
and with Tumblr being easier and quicker when it comes to creating content, it is the best social
network to include in my platform.

Goals
Be creative with imagery
Entice people to my page
Use a balance of graphics and words
Create an amazing looking page that does a great job of displaying my company
interests, values and culture
Engage with audience
Make sure my page correlates to my overall company and IMC goals

Tactics
Show quality images and videos
Showcase what to wear ideas
Use more video sharing on this social net than the others
Use the inclusion of quotes to enhance the images
Use hashtags strategically
Follow other fashion companies to get content sharing ideas
Post lifestyle shots in addition to people shots to create some balance
Primarily share content over creating content
Use moving graphics seldomly

Timeline
Post according to what im posting on my other social networks, whats trending in the
fashion world and what I think my audiences would love to see and share.
Do 30 posts total throughout the 6 weeks
Assessment
Number of followers
Number of notes on content
Number of reblogs

Blogger on Google +

For SEO (Search Engine Optimization) purposes I have decided to use Blogger as my
blogging source. I created a page for my company, Be Stylin, on my current gmail account and
will use this to post my blog posts and other interesting content. I will not keep up on Google +
nearly as much as my other social networks, but will post 1-2 times per week to keep my account
up to date and active. Having Google + is a must have for companies if they want their company
name to show up more often in search engine searches.
Some high-profile fashion bloggers were interviews by Holmes (2013) to get advice for a
blogger starting out without a huge following. Bryan Yambao of Bryanboy.com said Its really,
really important to have your own point of view, your own personality, what you can give to your
readers-- make them smiles, make them laugh, get them to talk about you. I love provoking
people online just to make them feel something. This advice is helpful, because I feel like harder
work is needed to really engage followers to read your blog when it takes so much more time
than just liking a Facebook picture. Therefore, pushing towards provoking is a helpful tip.
More serious fashion bloggers, Lorenzo Marquez and Tom Fitzgerald of
TomandLorenzo.com advice that you need to constantly update, multiple times a day, with
multiple points being made in your own voice without being repetitive so that the first time a
person comes to your blog, they think, Oh, Im going to come back tomorrow. Since I will not
have the time to post on my blog everyday, I will make my 15 posts as relevant and current as
possible so that they meet the needs of my audiences current information needs and wants.
My blog will feature content that 13-25 year olds will be seeking out and interested in.
Topics will have to do with shopping, trends, apparel for certain occasions, and will answer
fashion questions and concerns. I have ideas for about half of my blog posts, but these may
change and the proceeding ideas will stem from what my audiences on social media will want to
read about, which I will evaluate as my campaign goes on.

Goals
For people to read my blog!
o 3-5 comments per post for the first month
For every following month aim for an increase of 3-5 comments
Allow others to inspire my blog post topics
Tactics
Voice - upbeat, sophisticated, trendy and knowledgeable on the Fashion Industry
Ask what my target audience wants to read and learn more about through assessing
audience interactions across all social networks
Write about what inspires myself and others
Timeline
2-3 posts per week depending on relevant topics/audience inquiries/time, etc.
15 total throughout 6 weeks
Post Ideas
o Runway to Real World
New York Fashion Week coverage
How to emulate styles seen on runway with your current wardrobe and
style
o Confessions of a Shopaholic
Interview others on their shopping habits
Research on how companies ares using persuasive tactics to entice
shoppers
Research on brain function during shopping experiences

Fashions from Abroad
Spring Fashion Trends
Interview Attire
Target towards graduating seniors/college students needing a summer internship
How to Amp Up Your Boyfriends Style
Use my boyfriend as an example
Get guys to read my blog and follow my social media sites!
Confidence is Your Best Accessory
Highlight why confidence is the key to looking amazing
Let other topic ideas come to me based upon reader comments



Hootsuite
Goals & Tactics
o Use to schedule posts for Facebook, Twitter,...
o Dont Schedule posts more than 3 days out


EVALUATION
Having a strong social media presence for my company and achieving my goals is what I
hope to accomplish with my social media platforms. Reggie Bradford, CEO of Vitrue, a social
media consulting firm says that a brand will ultimately be measured in growth or losses by being
there [on social media] or not being there (Stephenson, 2009). Therefore, as long as I stay active
on my social media platforms and aim to achieve my goals, I will be doing the best I can for my
company.
Several companies evaluate their use of social media by gaging sales. Shopatrend
observes how many people like images and make comments to get rid of less popular images
and guide decisions about what products to sell and display on their website.
It is important to realize that not all my content will have high retention rates since there
needs to be a balance between content with imagery, creative content, questions, blog posts,
articles, etc. In my experience, people have more instant attraction to direct images and it is likely
those pieces of content will have higher visibility than blogs and articles, because most people
wont take the time to read them.
Research
In order of when it was found/read
Wang, J. (2013). Wearable wit. Entrepreneur, 41(1), 18-19.
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Social Media Strategy Now Key To Shows. (2013). WWD: Women's Wear Daily, 206(46), 1.
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Gauging Facebook's Social Media Lead. (2013). WWD: Women's Wear Daily, 206(21), 1.
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aXRl#db=buh&AN=89991049&anchor=toc
Flores, N. (2013, Mar 20). Style and social media experts predict fashion's future with technology.
McClatchy - Tribune Business News. Retrieved from
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Gumbs, A. (2010). Why We Can't Ignore Social Media. Black Enterprise, 41(5), 12.
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