2014 Resource Directory

For the Business of Apparel Decorating

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20 1 4 M i d - M a rc h Printwear | 17 bad goals. When those goals become a problem is when they're all you do on your feeds. No one wants to be sold all the time. Alternate action: Remember that social media is about community, education and building trust. If you communicate, educate and build connections, the sales will come. Believe in every silver Bullet All the so-called social media gurus and experts out there have to keep themselves busy and keep your attention. One way to do that is to claim to have the silver bullet that will revolutionize your social media program. Alternate action: The secret to success on social media is to test, over and over, until you find out what works for your audience and what makes them respond. You know your market and you should know your customers better than any "social media expert" ever could. While they can recommend techniques and suggest methods, it's up to you to test their suggestions and your own ideas to find out what works best for you. Believe that more is Better There are people and sites out there that claim they can get you 10,000 fans, or that more fans equal more business. I don't doubt these sites can generate likes, but generating likes isn't really that difficult. You can have 10,000 fans, but if 9,998 of them aren't interested in your product or service, you've really got nothing. Alternate action: Generate likes or follows from the right people—those people in your target market who are likely to be the customers for what you're selling. Be a social media intro- vert Social media is about community and connection. If all you do is post messages on your page and never interact with anyone else, you're missing the majority of the social media experience. You're also missing a great opportunity to connect and build trust with potential customers. Alternate action: Respond to those who comment on your page. Like and comment on other people's posts. The more you reach out, the more you'll find people reaching back. self-promote incessantly Your page is about promoting your business. It's the place where you should post sales and specials and the other information you want your customers to know. It is not appropriate to post your information on other people's pages, even if it is disguised as a post related to that person. It is inappropriate to comment on other people's posts purely for the purpose of self-promotion. Alternate action: If the reply to a question on someone else's page involves what you do or sell, that's fine, but if what you do or sell is irrelevant to the conversation, don't mention it. follow indiscriminately I definitely understand the lure of building up the number of likes or follows for your social media account. After all, more is better, right? In the world of social media, despite what others might say, more isn't always more. Talking to a million random people won't help you achieve what you want to achieve. Alternate action: I'm a big fan of strategic following (following with your target market or a specific goal in mind). This helps ensure that your content gets to the right people. Strategic following will help you find them. ignore your feeds It's tough to capture people's attention, but it's very easy to lose it. One of the easiest ways to do that is to let your feeds lie fallow for months. Alternate action: There is no optimum schedule for social media posting, but your feeds need to stay active fairly regularly. If you start a feed, make sure you're committed to keeping it going. flood the feed We all know time is precious and updating social media feeds can be time- consuming. I'm guessing that's why some people feel they should maximize any posting time they have by creating several posts (sometimes as many as 10 PW_MidMarch14.indd 17 2/28/14 1:03 PM

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