I recently spoke to the Dominion Post for an article about social media for retailers. The full article is here, but my expanded comments are below.
In New Zealand, social media has enabled retailers ranging from House of Travel to Hell Pizza to local coffee shops to demonstrate a point of difference and stand out from the crowd. Do retailers have to be on social media? Well, they’d be missing a trick if they didn’t. But, in addition to being properly resourced, it has to be relevant to the target audience. If you’re looking to talk to the business community, it might be wise to set up a blog where the senior management can lay out its strategic point of view about the industry it operates in – like national retail chain dtr has done with talkingshop.dtr.co.nz. If you’re simply wanting to stay in the minds of your customers then Facebook activity and competitions like those of House of Travel are good options. Like any marketing, getting it wrong happens sometimes; just make sure you learn from it and never lie as this has a way of magnifying itself online. Continue reading