If
you're a fashion brand, you've already made your list and checked it twice, but
you still may be struggling with the best ways to engage with your social media
fans and followers. While fashion brands have a strong connection with their
social connections (it's easy to like your favorite retailer), there may still
be some confusion as to what to post, when to post and how to post to Facebook
and Twitter.
That's
why we decided to create our latest report, the "Facebook and Twitter Guide for the
Fashion Industry." The report looks at 2012 data from the
world's largest fashion brands on both Facebook and Twitter to determine a set
of best practices.
Now
that we are in the full swing of the holiday season, how should your fashion
brand approach Facebook and Twitter? Take a look at our checklist, chock full
of data and holiday tips to take with you into the last few days of 2012.
Facebook:
1. Post more on the weekends, and post about the weekend
- Data: The interaction rate on weekend
posts is 77.5% higher when compared to week day posts.
2. Schedule posts outside of normal work hours. Post between 10PM and
7Am when your fans are not busy.
3. Don't post more than two times per day.
- Holiday tip: You may have a ton of
deals and sales during the holiday season, but it doesn't mean fans want you to
go overboard with your posts. Try to find the best deals to highlight and put
them in a post. Or, direct users to a place where they can find all of the
deals in one place.
4. Keep it short: Use 80 characters or less per post.
5. Use photos to drive the highest interaction.
- Holiday Tip: Make it visual with your
posts this season. Show off your decorated stores and new holiday fashion lines
by posting images that will display on your timeline and your fans' News
Feeds.
6. Use questions to encourage dialogue, and place those questions at
the end of the post.
- Data: Posts containing a question
receive an 81% higher comment rate.
7. Use "caption this" and "fill-in-the-blank"
strategies to increase comments.
8. Use calls to action to see a rise in interaction.
9. "Winner," "new," "giveaway,"
buy," and "win" keywords resonate with fans.
Twitter:
1. Tweet on Sundays
2. Take advantage of weekend content to get fans excited.
- Data: Tweets referencing the weekend receive 14% higher inteaction
rates than non-weekend posts.
3. Tweet during "work to lunch" and "night" hours
for highest interaction.
4. Tweet 4X per day or less.
5. Use 120 characters or more but leave room for followers to Retweet
- Data: Tweets containing 120-140
chracters receive 81% higher interaction than Tweets with less than 120 characters.
6. Use images to drive higher interaction.
7. Use a hashtag to increase interaction.
8. Don't use more than one hashtag per Tweet.
9. Use a "Retweet" CTA or highest Retweet rates, though
"RT" also does well.
- Holiday Tip: Want your fans to share
your holiday sales and events? Ask them to Retweet your content and spread that
holiday cheer beyond just your followers.
