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Ask Social: To Tweet or Not to Tweet

Posted By TNNA Editor, Thursday, June 29, 2017
Updated: Thursday, June 29, 2017

Ask Social: To Tweet or Not to Tweet

By Vickie Howell and Mari Chiba Luke

Welcome to Ask Social, an advice column for TNNA members aimed to demystify social media practices and strategy. In every issue, we answer questions from store owners, manufacturers, designers, teachers and bloggers about simple and effective ways to use new media to influence their businesses.

Dear Ask Social, 

I signed up for a Twitter account ages ago, and I just never post to it, because what can I say of value in 140 characters or less? Is this a channel I need to be spending time on? I'm just not sure what I should be posting on Twitter, or how important it is, when there are so many things I need to do to promote my business. 

- Clever Name

Dear Clever Name, 

I have good news; you don't need to add Twitter to your task of daily to-dos. The reality is,  our crafty demographic spends more time on other channels. Sure, there are knitters, spinners, and stitchers of all sorts on Twitter, but there might still be a few on Myspace too. As a small business, you need to focus on the channels where you're going to get the best bang for your buck, and  odds are, that isn't on Twitter. Twitter is predominantly male (22 percent of males online use Twitter, while 15 percent of females online use the platform), and the largest segment of Twitter users are 18-29. Furthermore, the average Twitter user spends 2.7 minutes per day on the platform, whereas Facebook users spend 20 minutes or more a day on the platform. 

That being said you could use IFTTT or another automation app that automatically exports your posts from other channels directly to Twitter, so that your feed still has fresh content. We recommend connecting your Instagram feed directly to Twitter, and if you can train yourself to write a short intro, then include a hashtag or two, and then the rest of your caption, you can get a post that also looks great on Twitter without any extra work. Bonus: Since Instagram also clips your captions, they will make more sense on Instagram, too. 

We do recommend that you check in on Twitter regularly (once a week or so) to make sure that people aren't trying to reach you there. Twitter seems to be a favorite platform for people with a complaint, so monitoring the channel for feedback and responding quickly will help you provide the best customer service. 

 

 Dear Ask Social,

As a relatively new knitwear designer trying to make a name for myself, I’m having a hard time balancing my design work with what I think I should be doing on social media. Other than a blog, how important is it that I have a presence on all of the prominent platforms? I want to be taken seriously by publishers and yarn companies, but I also want to maintain my sanity. Help!

-Overwhelmed

 

Dear Overwhelmed,

First off, know that you’re not alone. Shop owners, yarn companies, and freelancers alike struggle with keeping all of the plates — involved in both running their businesses and promoting it — spinning.

Secondly, although in the digital age it is very important that you do have some social media visibility, it isn’t crucial that you are on ALL of the major platforms. Social media is the new portfolio, so publishers and yarn companies looking for designers go straight to the web as a source of confirming experience, talent and legitimacy. Because of that, we recommend that rather than spreading yourself thin by having a mediocre presence on several platforms, you instead work towards strong, well-thought-out campaigns on a couple. Digital marketing is a numbers game, and a perspective creative director or editor for company X will be much more impressed if you have 3,000, truly engaged followers on two platforms rather, than only 500 followers on five.

Lastly, as a designer, visuals are key. We recommend putting your efforts into a beautifully curated Instagram feed, including a mixture of your finished designs, styled shots of your works-in-progress, and perhaps some lifestyle or inspirational photos that exude your aesthetic. Most importantly, though is that the photography for your main stream is Instagram-worthy meaning, clear, well-lit, and styled, if appropriate. Fortunately, thanks to the ever-improving smartphone cameras and a plethora of photo editing apps out there, getting a strong snap isn’t difficult. We recommend using the A Color Story App (available in the iTunes App Store or on Google Play) to amp up your images. With over 100 filters, 40 effects, and 20 tools, it’s an invaluable asset at an affordable price (around $10.)

Designers are also often teachers of one form or another, so a place to interact with your community authentically, and in a less calculated manner, is Facebook. The ability to share info, give updates, broadcast live, and upload video tutorials is key to creating a community. Varying content is important, as is not only uploading native content but also sharing other people’s content. To quote marketing guru, Guy Kawasaki, “If you’re not sharing other people’s content, then you’re not following the right people.”

Perspective hirers look to see if you engage with fans of your work, and thusly —in addition to your mad, design skills — bring a dedicated audience to the mix. Your followers then become accessible to that company and therefore increase their promotional reach.

You’ve got this!

 

Got social media questions? Send them to astramowski@tnna.org or leave a comment below!


Ask Social is a collaboration between Vickie Howell (@vickiehowell), executive producer and host of The Knit Show with Vickie Howell (premiered on YouTube, October 2017), and Mari Chiba Luke (@mariknits), business integration manager and design director of Stitchcraft Marketing.

 Vickie Howell      Mari Chiba Luke
    Vickie Howell              Mari Chiba Luke    

 

Tags:  Ask Social  business  business tips  TNNANews 

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