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Skipping out on some shows during New York Fashion Week to participate in the conversation at Social Media Week really proved to be a great treat. Although, there was lots of resourceful information at SMW this year, as insight grows, it becomes a bit more taxing to filter through all the noise and information overload.
As someone who has developed a near obsessive interest in social media and technology advancements, still I am trying to find ways to bridge trends in the tech world into the realm of fashion. Yet, time after time I’ve come to discover the huge disconnect between the two. And of course, reasons may seem a bit obvious. What do tech guys that may opt to wear polyester-blend shirts have in common with fashion girls that wouldn’t be caught dead in last season’s micro-trend? Well, quite frankly not much and that is where the problem may indeed lie.
The fashion world most definitely has adapted to social media and mobile strategies and there is no doubt that blogs have had their hand in democratizing the industry. Yet, with the exception of a handful of fashion brands, the extent of powerful social media involvement stops after elementary use of Facebook and Twitter. There is almost a resistance to dig deeper to find more clever ways to develop long lasting conversations between brands and their consumers, where authentic brand loyalty can truly begin. And with the unpredictability and vast landscape of the digital space, there is no particular rule book on how to be a digitally social brand.
The fashion community looks to one another to find new tactics and methods rather than reaching out to the illustrious social media experts out there that are more than willing to lend a social hand. And that’s where those tech guys come in. There are limitless amounts of social branding resources on the web that come straight from the experts themselves.
Take Brian Solis for example, social media expert and author of Engage!, on his blog he shares winning branding strategies and perspective on successful uses of social media and influence. Then, there’s Brian Stelter, a digital media reporter for the New York Times. His Twitter timeline is constantly flooded with tweets pointing you in the right direction for the most innovative happenings in social media. Or there’s even Adam Ostrow, the editor-in-chief of one of the most popular websites world web wide, Mashable. He writes of social media, mobile, marketing and business, reporting the most prolific news of the day, while keying you in to practices that you too can inject into your brand.
Rather than looking towards each other, fashion girls looking to pump their social media juice, should being looking toward the sources that have had an attachment to advancing conversations and strategies in the digital space. Following the aforementioned experts on Twitter and adding their outlets to your daily media diets will without a doubt give big brands and indie brands alike, the confidence to branch out from the fashion pack and really make a social impact in the fashion industry through social networks. The jargon and simple aesthetics on blogs may be a bit difficult to get through at first, but it’s just like riding a bike.
Effective engagement on social networks by fashion brands can truly make our industry a strong player in the digital space. So, fashion girls (and guys) get some real social media news on your Twitter timeline, read those digital media blogs and jump into conversations with those tech guys, too.
Good post. But have to point out that with working with a few fashion brands, its not that they don’t want to be a social brand, or engage with their consumers on a more meaningful level, it actually in many cases has come down to resources and time.
I think the fashion industry really does care and knows that fashion and technology go hand in hand, however when it comes down to execution its all matter of resources and funding.
Great insight and looking forward to more posts!
I think that’s a great point, as it is easily a full-time job. If you are a brand on Twitter, Facebook, Foursquare, Instagram, etcera, you can’t miss a beat. And you’re right, the industry does care about using the most up-to-date technology and they have. I just feel that most, definitely not all brands, haven’t yet found ways to utilize social platforms to their optimal potential.
I think there are more resourceful ways that brands can be utilizing social networks, like developing strong community-based campaigns that bring in fans, core consumers and potential customers together, not only to feel like they are a part of that brand’s family, but that they can build long lasting conversations and relationships.
On another note, I sometimes get the feeling that I am being spoken at, rather than spoken directly to. Social media experts and outlets, have the ability to guide those newcomers into an arena where engagement is about being personable and compassionate.
I really appreciate your feedback. I hope to keep in touch. x
Lala – Definitely. Forming a relationship with consumers and having one to one conversations is key.
Story-telling, conversation, engagement, feedback, etc. are all key factors in social media that are fundamentals in overall marketing. I definitely agree with you that brands should be interacting with key influences in emerging media marketing & social, however it just may come at a slower pace than we would like due to time & resources.
Great insights & definitely going to keep following your posts!