Week 2 - Facebook Traffic Strategy

It is critical to form a social media strategy for Facebook. According to the Social Technographics Ladder there are several profiles of people on social media. I'm lucky that at one point in time, I've been one of the people along each rung of the ladder, which helps give insight on how to target each persona. The first step was to create an actual Facebook Page for J Crew - Women's retail. Facebook was really helpful in asking questions up-front about my target audience such as location, age and gender.

J Crew - Women's Retail Facebook Page

For creators, we could attract this profile by posting our own content in blog form or even by inviting individuals to post their content in response to a call for submissions -- (i.e. post a picture rocking your favorite weekend denim style). In terms of the critics profile, given the nature of social media, they seem to easily insert themselves in the online conversation, however it would be helpful to give them prompts. The prompts for critics could be as follows: rate this style, who wore it better etc. In terms of making it easy for collectors to participate we could incorporate hashtags in all of our posts, that way when they repost a J Crew pic or their own style, they can join in on the conversation (i.e. #JCrew #summerstyle #fashion #floralprints #summersixteen).

The snapshot below is an example of how I applied the creator and critic profiles to my Facebook page:

In terms of appealing to joiners, in every medium we always want to give the ease of integration and reposts among different social media platforms. That includes, first ensuring that the post is mobile friendly and can also be easily shared between Facebook, Instagram, Twitter etc.

In terms of engaging spectators, I understand that this segment of people like to keep and maintain a low profile on social media. They could be engaged by something as simple as "Like Our Page - and be entered into a contest to win a $25 gift card to JCrew". To engage with inactives, people who aren't on social media would need to be influenced by one of the peers or close friends. A great strategy for inactives is to encourage their friends who are either connectors or joiners to get them to engage (i.e. refer a friend, get them to post a picture with our hashtag and win a prize).

References
Barker, M. S. (2013). Social media marketing: A strategic approach. Australia: South Western Cengage Learning.