I've had a lot of conversations lately about social media. Between clients, friends, and acquaintances, people are wondering what is the next thing in social and how to make the most of it both personally and professionally.
The world of social media has become so distorted by influencers, ads, and sponsored content and it can be hard to know what is real and what has been paid for. For my clients, I urge them to focus on doing what they do, and doing it well. The people you want to reach on social media want an authentic and genuine view of your business and your products and there's no better way to show that than by just being you.
So as an every day user of social media, how can you make sure you're getting the most from your favorite accounts?
This sounds like a no brainer, but it's easy to forget to follow your favorite companies, or to follow the wrong one if they've got more than one location. Depending on the type of business they might be more active on one platform than another, so if you use more than one social media site try to find them everywhere you'd like to see their content. Most companies will have info on how to find them on social media on their website or in their shops, so don't hesitate to ask!
Social media is allllll about feedback. Liking posts is a great start, but commenting and engaging with their post on a deeper level is even better. When you comment or share a post, it helps them know what kinds of content you really like. Sharing a review or checking in at a location gives them information on what specifically you like about them and how you prefer to visit. This info is invaluable, especially to small businesses who want to get to know their customers on a deeper level.
With more and more interactive features (hello Instagram polls & questions!) Customers have more chances than ever to get to know their favorite brands, ask questions, and even have the potential to influence what they do. If a brand you love posts a call for questions or a poll, don't be shy, take part! They want to know what you like and don't like about what they do, and definitely want to know what you'd like to see more of.
One of my favorite things that I absolutely love about social media? Seeing clients post photos of themselves in their purchases and showing me how they style the pieces they've bought. It's inspiring to see how you're wearing things and incorporating them into your own unique personal style! If you've got a favorite product that you love to wear or use, you will make the day of your favorite small business if you tag and post about them. I also appreciate when my friends post about products and companies they love, because I know it is a genuine endorsement rather than an ad. Plus, it opens up a conversation to share recommendations and learn about new brands. Word of mouth is huge for small businesses, so don't keep your favorites to yourself!
All that being said, I hope you're following along with KD on Facebook and Instagram. I'd love to hear your recommendations for other small businesses that you love and see how you rock your KD pieces! If you're a fellow small business and want help designing and executing an authentic strategy for your social media and digital marketing, I'd love to help you! You can learn a bit more about my consulting business and contact me here!
I've been thinking a lot lately about influence and marketing. We live in a world where we’re constantly being marketed to and it is beginning to be hard to tell what's authentic content and what is sponsored.
So, where do we draw the line? What is real influence when we live in a world of ‘influencers’ and sponsored content?
For small content creators like me with KD and many of my social media clients, this can be really frustrating. It almost seems like everything is pay to play and although we hear “content is king” over and over, it’s hard not to feel like it’s cash who’s really king.
As consumers of all this media and as the audience for these targeted ads, where does that leave us? Do we want regular people paid by brands as ‘influencers’ telling us where to shop, dine, & work out? Are these recommendations somehow better or more authentic than celebrities paid to promote products? Or, do these types of promoted content further distort reality and expectations to the point that the actual experience couldn’t possibly live up?
Honestly, part of this curiosity is just downright envy. I'm not going to lie, I can’t sit here and tell you that if I got offered a few hundred bucks to post on Instagram about my favorite coffee shop, workout class, or boutique that I’d turn it down. Serious props to the people who have so effectively leveraged their personal brand in such a lucrative way. My question comes in when you’re being paid to promote a brand, product or experience as if it is part of your daily routine and “normal life” when it actually isn't. I feel like those types of promotions contribute to the kinds of social media that many of us love to hate. The kinds of posts that make us feel inadequate because the poster has cultivated an image that makes their life appear perfect and makes the rest of us acutely aware of how we don't quite measure up.
Market research shows that some of the most valuable marketing is word of mouth recommendations. Social media has made it so easy to make these kinds of recommendations, and there is definitely real power behind them. Just ask anyone who has ever tweeted at an airline about a poor experience. That’s why companies are now spending money on social media managers to respond to negative social media about their brand, reward the positive, and engage with people and companies who might promote them. The problem comes in when the positive posts are all sponsored and therefore no longer authentic recommendations. It’s easy to recommend the latest spa service, workout, or 5-a-day detox juice habit when it’s been given to you for free. Does that mean it’s really that good? It’s hard to tell.
As a business owner who is nearly always thinking about how to promote my products, authenticity to me is key. I know that KD’s clothes aren’t for everyone. Maybe they’re not your style, maybe they’re not the right price, maybe you don’t have any use for the kinds of clothes I make. Who knows? What I do know is that when someone likes my clothes, I want to know about it. I want them to like them because of the way they’re made, what they’re made of, or how they make them feel when they put them on. I want to know why they like them because I want to tell other people about it in the hopes that they will like them too. And better yet, I want the people who like them to tell other people about them.
So, all that being said, how do you feel about it? What's more important to you as a consumer and casual social media user? Does sponsored 'influencer' content bother you? Do you think it affects your opinion of a company that uses it or influence your buying decisions one way or another? Share in the comments below!