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H&M is one of the businesses that has done some great work in using social media for marketing. Here is what you can learn from the company to achieve a more engaging and growing community.
Amuse your customers
When entering H&M’s Facebook page, you’ll see a number of choices under a tab called “Your H&M”. Among other things, you can go to the “Style Guide” or “H&M TV”. It’s fashion entertainment and you have the remote in your hand to choose whatever you want to. It’s easy to navigate and you find current content. People can visit the page to be inspired or just get some fashion amusement. This brings a stronger approach to H&M as a provider of more than clothes – they provide all the news, inspiration and updates in fashion.
When creating a Facebook Page for your business, you want people to visit your page more than once. You want your community to grow bigger and you want people to recommend it to their friends. There are two questions you need to ask yourself:
What value do we bring our customers? For what reason do they visit our page?
Involve your customers
H&M does a great job involving their customers. Not only do they arrange contests and events, they also import people’s outfits and blog posts that mention H&M to their so-called “Social Media Room”. Even though people are not only wearing H&M-clothes, they take advantage of it and show how creative and individual their customers are. When people see H&M-clothes on human beings instead of on models it work as recommendation. It’s more likely that an ordinary girl shows how the garments really look like than a retouched picture in a magazine does. This brings transparency to the brand of H&M and appreciation to their customers.
It’s in peoples’ nature to be part of communities – so let them be a part. The passion and their own kind of way of using your product or service can inspire others and give you more customers. The really loyal fans are probably the best marketers you’ve got. Take advantage of other social media channels to let other people see what is written and shown about your business. Recommendations from people like you and me are so much stronger than a brochure through our doorposts.
Help your customers
H&M has got 3,826,114 fans on Facebook and 56,053 followers on Twitter in the writing moment. Despite these numbers of people, H&M uses these channels for customer service. They answer people’s questions, explain cause of problems and help out when needed. H&M shows great proof of how social media can be used for customer service even though you have millions of fans expecting your help.
Facebook and Twitter make it easy to answer questions in no time, so help your customers without referring to support by telephone or mail. Do not ignore questions or criticism, give people answers and try to solve what otherwise could be a loss of a customer.
Make it easy for your customers
On the entering tab on H&M’s Facebook page, you can easily go directly to their online shop or find your local store via the “Store Locator”. H&M has created a page, where you easily go from fashion entertainment to buying their products.
When you get people’s attention – make it easy to transform it into action! With a link to your website, you get your customers to visit the site which they maybe otherwise would miss.
I think H&M’s social media strategy involves three essential items – listen, care and involve. Don’t forget that social media marketing is about making friends.
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