December '14

For the Business of Apparel Decorating

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94 | PRINTWEAR D EC E M B E R 20 1 4 T he beginning of the year is a great time to assess your company's social media program. Of course, you should con- stantly monitor your social media ac- counts, but take the start of a new year to examine what you're doing, what's working, and make any necessary changes. This is also when you should plan your editorial calendar, even if it's as simple as setting up reminders for product launches, sales and specials, or trade show announcements to ensure your social media outlets spread the ap- propriate messages at the right times. PRUNE YOUR LISTS The prevailing theory seems to be that more "likes" equals more success, but this isn't always the case. What matters more than the number of likes is the quality of those likes, particularly when it comes to Facebook. On Facebook, any given post is generally shown to a percentage of your followers, so genuine likes matter. To prune your followers, first take a look at who engages with your page. What constitutes engagement varies by each social media platform, but you're looking for people who like, favorite, retweet, repin, or comment. Those people are definitely worth keeping. Next, look at your followers' location. If your followers are largely from Indonesia or India, con- Create a Buzz How to jumpstart your social media plan B Y K R I S T I N E S H R E V E Kristine Shreve is the director of marketing for EnMart and parent com- pany Ensign Emblem. She developed and writes the EnMart Embroidery- Talk Blog at and the SubliStuff blog at www.sublistuff. com. She additionally maintains the EnMart Twitter feed ( enmartian) and Facebook page ( Reach her by email at

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