How to Write a Facebook Post that Your Audience Won’t “Hide”

In the world of public relations, I’m sure we’ve all gone through our Facebook News Feed more times than we’d like to admit, for both professional and personal purposes. Unlike traditional news websites, Facebook always has the most random of news feeds providing you everything from updates on major business deals to completely useless updates on the status of your friend’s morning line at Starbucks. Some people “like” statuses more than others, but rarely do we comment on anything unless they are posting about a topic close to our hearts like the controversy over the How I Met Your Mother finale.  So if we’re more likely to ignore or “hide” a status that doesn’t interest us, what topics should we stay away from so no one ever wants to “hide” our clients posts? There are actually more topics or factors to it than you may realize.

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TRY TO AVOID BEING TOO EMOTIONAL

Of course, you can be excited about your new launch or post a few quirky, funny photos to attract new followers, but in the world of fashion public relations, try to stay away from sadness, anger, or guilt. You do not need to post about illness or post any modern version of a chain letter. We all hate them and want to immediately “hide” the post. Also, stay away from random angry rants, especially with no context. Nothing’s more annoying than a random post saying, “I hate life!” It just begs for attention because you have no idea what is going on and it’s completely inappropriate.

DON’T SHARE DISTURBING IMAGES OR DISCUSS RELIGION

Even if the new clothing line you are promoting is awesome because it’s vegan, it doesn’t mean you have to post photos of how the animals are killed for other clothing lines. Posting pictures of your client’s products and sharing the statistics of how many animals the client has saved by going vegan is a much better approach! The same approach applies to religion and urban myths.  Not all of us share the same beliefs so it’s best to keep the posts as neutral as possible.

DON’T REVEAL TOO MUCH ABOUT THE COMPANY OR ITS EMPLOYEES

Unless there is news that is necessary to address because it has made national headlines, always try to keep your personal and professional life separate. You may be having a bad day because your grandmother passed the night before, but don’t post about it on your brand’s page. Feel free to post on your own page, but don’t share your sadness with your business’s audience. Fashion is about making life more fun through expressing yourself so keep the topics as light as possible.

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When it comes to social media, it’s about keeping it classy and keeping the quality high. I’m sure you all have unfollowed friends because they only complain about their days, but you still follow friends who actually use the platform to keep in touch with you. That’s how you should view your business page. Keep it simple and engage with your audience. As long as you know what your audience loves to talk about, posting on Facebook can be really fun and you can learn a lot about what they want to buy. The best way to find out what they want is to ask them directly.  Just ask nicely.

How to Pick a Blogger to Endorse Your Client’s Brand

Bloggers and fashion designers have a lot in common. For every one that is real and successful, there are millions of other ones that are fakes and wannabes. With so many bloggers out there in the endless abyss that is the internet, how are we supposed to know which bloggers are worth our time and money? There are some bloggers that are easy to eliminate out of the running. They receive no comments, they make a lot of editing errors, or do not post photos. But then there are some amazing bloggers that just don’t have a following yet. While those bloggers could be perspective bloggers, you need the ones that can help your clients now. Here are some ways to find your needle in the haystack.

HOW OFTEN DO THEY POST?

Consistency matters in this industry. You don’t want to hire a blogger who is flaky and not going to take your deadline seriously. You want someone whose posting frequency ranges from daily to weekly, and while having a preferred niche to write about, also be relatively versatile. For example, if they are a New York City fashion blogger, they should be posting about their favorite outfits best for the city throughout the year, and even outfits for vacations! New Yorkers leave the city, too! But if you see them posting about random things that interest them but not their readers, they may not be as focused as you need them to be.

DO THEY HAVE A MEDIA KIT?

If they don’t know what a media kit is, then they don’t take themselves seriously. A media kit shows you everything you need to know about the blog in a quick and easy format.  For instance, it will encompass all of the press they have received, facts about the writer and their blog, their blog statistics, and their outreach. They need to take themselves seriously as a business so you can take them seriously, too!

HOW MANY TIMES ARE THEY RETWEETED?    

Sharing is everything in this industry. It’s important that they have a strong following but it’s also important that their followers retweet to their followers! Why? Because the blogger could tweet it out to their 10,000 followers, but then if one follower retweets it, they can tweet it out to another 10,000 followers, and so on. On Facebook, your bloggers’ goals are to get a high amount of shares and likes. On Twitter, your goals are to get a high amount of favorites and retweets. And on Pinterest, you want to get a lot of hearts and re-pinning, especially because pins spread like wildfire and are great for fashion and lifestyle brands. Your pins are linked directly to the product so it leads the consumer directly to the page to buy it!

HOW STRONG IS THEIR IMPACT?

While followers and the amount of retweets are important, in this case, quality is more important than quantity. There are some bloggers who post a lot, have a lot of followers, and get an adequate amount of purchases from their publicity, which eventually adds up to impressive figures. But if the blogger has the impact to sell the same amount of merchandise with just one tweet with less followers, they have a stronger impact and they are the blogger you are looking to hire.

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In the end, you will probably work with multiple bloggers for many clients and will learn that as long as they are responsible and trustworthy, that the press will help your client regardless. As long as you pick a blogger that loves the brand and will respect its clientele, you should have a lot of fun working with your bloggers.

Social Media: How It Has Changed the Fashion Industry and How it Can Help Your Brand

In the last few years, the advancements in social media have changed the way of marketing in the fashion industry. Fashion week used to be more secretive. We had to wait to see pictures published from the runways the next day in the daily newspapers. Customers had to buy clothing without recommendations and figure out how to work their new purchases into their wardrobe themselves. It was a simpler time. And while in many ways I’d like to go back to a world with less communication and less obsession with a public profile, we can’t deny how much of an impact social media has had on the industry. Now, editors, bloggers, and celebrities tweet and Instagram photos immediately from the runway or even provide a live stream of the event. You no longer need a physical front row seat to have one! Designers promote their new lines on Pinterest and it spreads like wildfire. And if they want to show their customers how to wear their product, they can post pictures of employees modeling the product, or they can hire on bloggers to help them. If you are still unsure on how to use social media to advance your brand, here are some tips that might help you get the word out.

BE ACTIVE BUT DO NOT OVERPOST

Think of how many emails you want to get from your favorite website a day. One, maybe two, a day at the most, I’m assuming. My associates have unfollowed a lot of their favorite brands and people on Facebook and Twitter just because they post too much. You do not need to post everything your company is doing on Facebook or Twitter. But go ahead and share with your followers if you’re announcing a new partnership, attending a really great fashion show, or having a sale. You want to keep them informed, but they do not need to know everything in your company newsletter.

BE INTERACTIVE BY SWITCHING UP YOUR POSTS

If you keep your posts only to sales and notifications, then your customers will feel like you’re pushing them for a purchase every second. Yes, they want to hear of every sale you have going on, but that won’t necessarily start a conversation and conversation is key. Show them that there are people behind the business and post a few behind-the-scenes photos of the new collection, an associate’s cute look of the day, or even a topic in the news that you would love feedback on. A lot of celebs are still rocking crop tops. You could ask, is this still a do or is it now a don’t? Pastels are huge for spring but not great for every skin tone. You could ask, does it work for you? You could learn more about your audience which could lead to a more informed development for next season’s line as you know more about what they will buy.

UTILIZE FASHION BLOGGERS

Your in-house team doesn’t have to do all of the work! Search for bloggers that have a large following and are known for promoting similar brands. All you have to do is find a blogger who agrees to do the work and send over a sample of your product. They will write the post and do their own photography which will show their readers how to use the sample in the real world.

Social media is no longer solely for start-ups. It’s for all kinds of brands with different levels of popularity. Guess and Gap have used bloggers for national campaigns and little-known brands on Etsy have used social media to spread the world about their one-of-a-kind pieces, too. There are plenty of wrong ways to use social media but there isn’t one right way. Find a way that works for your company and audience. Figure out how much interaction your audience wants from you and go from there. Social media can be really fun to use so go share your brand with the world!