Have you set up your dashboard and defined the focus for your social media kit as we outlined in the last post? Yes? Great ! Let’s take a look at the final step to making your social media strategy truly unique so it stands out from other competing ecommerce businesses.
3. Match your message appeal to your social media kit
Message appeal refers to how you connect with customers to make your message resonate. Will you choose an approach based on logical reasoning or emotional pull? There are three categories of message appeal:
- Ethos : establish credibility using testimonials, work samples and other concrete proof
- Logos : focus on logical reasoning using facts and statistics
- Pathos : focus on emotional or motivational appeals using personal experiences, social events, etc.
Choose your message appeal based on the segment you want to target and the communication tools you have to encourage customers complete a specific action (for example, order a product or arrange an appointment). A careful selection is key at this stage. A recent study by HubSpot confirms that message appeal has an impact on whether viewers interact with a post or not.
Each message appeal links to a set of Social Media tools, guided by your communication focus:
* personal relevance, based on individual experiences, social or current events, is key to making your audience want to share your content with their business contacts, colleagues, friends and family. Example: Buzzfeed success story across social channels.
The key question you should ask yourself is whether a message is relevant for your target segment: What value does my post offer to them? Why should they WANT to engage?).
Here’s an extra tip: don’t get stuck in the ‘90s--using flashing colors, music and standardized slogans to grab attention was yesterday, online or off. Instead, carefully craft a trigger to reach your intended audience and stand out for the value you provide, not your neon font.
In a nutshell
Let´s drop the theory for a minute and take a look at an e-commerce business that combines all three steps effectively: Zalando. Its global social media presence focuses on emotional and motivational appeals. The company adapts its strategy to local taste as well as to current events, which affect their narrowly defined target segments on a personal level. Zalando offers different approaches for each segment on a constant basis, as can be seen on their website. The images below reflect current accounts focused on the upcoming spring season and related emotional trigger associated with it across Facebook and Instagram:
In addition to focusing on up-to-date and coherent social interaction with potential customers, Zalando uses complementary social ads based on cookies and online video advertising. As a result, the company has managed to become a leading global online shop representing over 1,500 brands since it was founded in 2008.
So how can you, as an e-commerce merchant, achieve this constant level of interaction with your target group on selected social networks?
The answer is, once again, focus: integrate all your social media networks on one platform!
Hootsuite gives you the opportunity to manage all your social media channels simultaneously via a single dashboard, making it easy for you to communicate coherently and constantly across channels, including through your e-commerce site. As shown earlier, a narrow search function allows you to follow and interact with your audience in real time, giving you a competitive edge that can make all the difference in fast-paced virtual marketspaces.
Not convinced yet? Start your free 30-day trial now and see for yourself if Hootsuite is the tool for you:http://ow.ly/L7QJr
Hanna Oeljeschläger (@HootHanna)
Social Media Coach for DACH & UK at Hootsuite