J Crew - Social Media Strategy
Overall, J Crew's brand is minimalist, classic and prep. This brand translates into it's social media strategy. For instance, their Facebook post contains links to advice for weekend gatherings that includes style points. This emphasizes the point brought up by Schaefer regarding content. It states that content is the driver and catalyst for social media, J Crew features both conversational and blog like content that Schaefer emphasizes as significant (Schaefer, 2014, [pg. 533]).This makes their social media content offer both style and utility. In order to make their content even stronger on Facebook, they could incorporate different types of media, such as assembling playlists for customers to use over a holiday weekend. As customers share this playlist, this would increase and drive more traffic to their site, especially, since for example Spotify is integrated within Facebook.
Also, J Crew has successfully managed the integrity of their brand via their Twitter account. They have a main Twitter handle for their brand and a separate Twitter handle for customer service. In this way they are feeding into the "information ecosystem" that Schaefer emphasizes (Schaefer, 2014, [pg. 435]). They are readily responsive to their customer's reviews and critiques. As proven in the screenshot below, most of their customers are pleased with this approach to sharing information and getting their needs resolved. They could improve their presence on Twitter by live tweeting during a large event such as an awards or fashion show and help to capture their audience in an informal way with incorporating pop culture into their strategy.
Lastly, J Crew's Instagram account gives a strong impression of the need and desire to create a relationship with their customers. Their posts are more lifestyle than consumer driven, which makes it feel like J Crew's account is similar to that of a customer's best friend for example. Schaefer highlights the importance of creating a friendly relationship with consumers, in emphasizing to not just be a "brand but a buddy" (Schaefer, 2014, [pg. 190]). Customers want to feel like their loyal to their friend as opposed to a non-related fashion company. Their Instagram account achieves this connection. Below, illustrates this point as their picture is about post-July 4th weekend blues as opposed to selling an item; this is something that most if not all of their customers emotionally connect to and can build a kinship with. They could improve their presence on Instagram by highlighting every day people wearing their brand, as street style fashion is a huge trend on Instagram.
References
Schaefer, M. W. (2014). Social media explained: Untangling the world's most misunderstood business trend. Schaefer Marketing Solutions.
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