Social media is not solely used for reading about what your friends are doing or what’s on sale at your favorite store. The purpose of social media is to interact with others. The brands with the most successful social media outlets make it easy for their fans, followers and fellow pinners to interact with each other. Brands with successful social media outlets also change their strategies with the changes of human behavior and changes in technology.
One company that has a lot of interaction in their social media platforms is my favorite cosmetic store, Sephora. If you take a look at Sephora’s Facebook page you will notice posts of current sales, new products or online shopping promotions. Fans of the company will post their comments about these products and ask other fans questions about them. The fans also make suggestions for new products or new shades. Today social media users want to interact with each other and show off how they use company products. If Sephora wants to keep up with these changes in human behavior, a good idea would be to implement more contests on their pages. For example, when Sephora launches a new product they could invite users to post a video or picture of they look wearing the new product. The winner could be featured on the platform where the contest was featured. The winner will most likely share the link to the company’s site where they are being featured on all their social media sites which is great brand promotion!
If you take a look at Sephora’s social media strategy you will notice they recently implemented a mobile application. The mobile app allows customers to make purchases of products that are available in stores and online. The perk of having this app is the fact that there are more products available online than in stores. Customers can also see their purchase history, search new products, receive mobile offers with each purchase and they can see what’s on sale. Customers can also view what other customers are saying about certain products whether it be positive or negative by scanning a product’s bar code. Implementing this app into their strategy was extremely important because the mobile internet is providing more growth for companies. Mobile apps can increase the number of closed sales, customer loyalty and site traffic. “The fact that the percentage of web traffic from mobile devices now accounts to roughly 25% of all the internet traffic makes mobile devices an important factor to any businesses out there” (Bains, 2002-2012). The mobile application world is still new which leaves room for lots of improvements.
Bains, M. (2002-2012). The undeniable importance of mobile apps in business. Retrieved from http://www.netsolutionsindia.com/blog/the-undeniable-importance-of-mobile-apps-in-business/