We have all heard the hype about social media and its role in a successful ecommerce venture. While this is all good and true, ecommerce merchants should always be wary of how to properly handle social media. Otherwise, it becomes more of a bane than a boon to your business. Ecommerce marketing expert, Practical Ecommerce contributor and HEROweb Marketing and Design CEO, Michael Stearns cautions ecommerce merchants about understanding the time and commitment necessary to get the most out of a social media marketing plan.
In an article by Brendan Gibbons, Stearns pointed out two necessary requirements of a social media marketing plan. First, you need to allot time for set up and maintain it everyday. Social media is not a one time project and unless you are willing to devote time, effort, and maybe even a small amount of money to it, then you shouldn’t go for it. According to Stearns, it is prudent to start slow and steady. For example, he states that if you can assign someone to work on social media for at least one hour per day, then that is a good start in itself. It is also important to note that social media is all about frequent communication and not merely responding to feedback from customers. This is the second prerequisite of social media—a gift for communicating online. This type of communication is far different from a face-to-face interaction and for those not naturally gifted, it takes time and practice. Stearns also advised ecommerce merchants to not just use social media to promote products. He asserts the value of giving value. Otherwise, you will not be able to connect with your target audience. He uses the example of a merchant selling landscaping supplies. Instead of bombarding his potential customers with product offers, Stearns points out that he should focus on the spring months where his products will most likely come in handy whilst utilizing social media tools—videos, photos and comments.
In conclusion, Stearns encouraged ecommerce merchants to adopt a “social media mindset.” It does not always have to be a Facebook or a Twitter account. Humanize your business by as simple as uploading videos on your website. Social media does not have to be serious and academic. More importantly, it has to be fun and must generate good community vibes. Do not just sell your product. Share it with the community and soon, your business will be rewarded.
