Over the course of my lifetime I can remember not having social media, and I now recognize how it has changed everything we do in business and in our personal lives. Today, the term social media is known and, furthermore, used by almost everyone in some way. In the beginning, social media was just a way for people in connect via the internet, but it has emerged into something much bigger.
Since the Internet is everywhere, and people can connect to WIFI or a network instantly, we use social media to interact, look up information, and now shop with just a few clicks, or swipes. And businesses now use social media in real time to connect with their customers and other networks, not only to get a product out, but for feedback and inspiration as well.
For example: Apparel businesses aren’t relying on their customers to come into the physical stores anymore, so they put advertisements on social media. Depending on what you follow or what you shop/search for, different advertisements will be directed to you. For instance, Anthropologie, an American clothing and retail company (apart of URBN Brands which includes Urban Outfitters, FreePeople etc.), uses Pinterest, Twitter, and Facebook to embed and share advertisements, but also uses sites like Instagram for click shopping, and story updates.
This is a good strategy, because shoppers have access to learn more about the products immediately and are reminded of them more frequently as they search for similar options. But this is more of a one-way communication, when the business could use other ways to build their customer base.
Social media sites can cater to specific audiences with different platforms- We have Facebook, Twitter, Instagram, and more, people use for similar reasons, but receive the content differently. I’ve seen businesses use social media to get feedback about products and invite customers to respond to live questions and updates. I think that Anthropologie could do this more, instead of just putting out advertisements- but allow shoppers to see live videos of styling with their clothing, using the beauty products they sell, or show how they design for their catalogs. In addition, they could ask their audience through story timelines what they want more of and share live personal style/beauty tips and design ideas. There is a blog called Anthro Blog; but if they gave their audience an interactive way to not only shop, but provide their own personal input to updates, and learn new ways to use their products from other customers, Anthropologie, and companies like them within URBN Brands, can stay relevant in the market, and expand their social media reach and response.
PUBLISHED BY Channing Hertel- COMM 3370: Social Media in Public Relations