{"id":9678,"date":"2022-01-18T09:00:00","date_gmt":"2022-01-18T17:00:00","guid":{"rendered":"https:\/\/www.rangeme.com\/blog\/?p=9678"},"modified":"2022-01-13T16:01:08","modified_gmt":"2022-01-14T00:01:08","slug":"best-social-media-practices-for-retailers-in-the-u-k","status":"publish","type":"post","link":"https:\/\/www.rangeme.com\/blog\/best-social-media-practices-for-retailers-in-the-u-k\/","title":{"rendered":"Best Social Media Practices for Retailers in the U.K."},"content":{"rendered":"\n<p class=\"has-drop-cap wp-block-paragraph\">Last April, the social media airwaves lit up with a feud between two of Britain\u2019s top supermarkets.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Discount retailer Aldi relaunched its famous Cuthbert the Caterpillar cake for a charity drive. Meanwhile, retailer Marks &amp; Spencer took umbrage, claiming the cake was a copy of its well-known Colin the Caterpillar cake.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2022-01-13-at-3.55.55-PM.png?auto=format%2Ccompress\" alt=\"David Glenwright, JC Social Media\" class=\"wp-image-9683\" width=\"454\" height=\"510\" srcset=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2022-01-13-at-3.55.55-PM.png?w=746 746w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2022-01-13-at-3.55.55-PM.png?w=267 267w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2022-01-13-at-3.55.55-PM.png?w=300 300w\" sizes=\"auto, (max-width: 454px) 100vw, 454px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The two big chains bantered over social media, with a lot of on-brand humor. Aldi launched the hashtag #FreeCuthbert, accompanied by photos of Cuthbert in jail.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe supermarkets and brands that are often hailed as the most innovative and engaging users on social media are often the ones that are a bit disruptive, putting out content that often surprises their audiences,\u201d says David Glenwright, head of training and special projects, JC Social Media, Cheltenham, U.K.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aldi&#8217;s&nbsp;presence on social media, he points out, \u201cis often a bit cheeky: People tag friends in their posts because they can&#8217;t believe how much the Aldi social media managers are pushing the limits.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Social media has proven a great tool to engage with British audiences, but does that translate to the U.S.? It can, luckily, there aren\u2019t that many differences. Here\u2019s how to succeed:&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Answer the \u2018why\u2019<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Businesses using social media must have a clear idea of why they&#8217;re on the platform, says Glenwright. Is it about establishing awareness? About driving traffic to a website to make a purchase? \u201cUnderstanding the right balance for your brand is a vital first step in building a strategy,\u201d he says.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Focus on relationships and communities<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s a reason it\u2019s called \u201csocial\u201d media.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Social media feeds are personal places, where we see pictures of family and friends.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2022-01-13-at-3.54.41-PM.png?auto=format%2Ccompress\" alt=\"Chloe Belchamber, Giraffe Social Media\" class=\"wp-image-9682\" width=\"395\" height=\"443\" srcset=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2022-01-13-at-3.54.41-PM.png?w=748 748w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2022-01-13-at-3.54.41-PM.png?w=268 268w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2022-01-13-at-3.54.41-PM.png?w=300 300w\" sizes=\"auto, (max-width: 395px) 100vw, 395px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">So, says Glenwright, \u201ccontent that\u2019s interesting to us, relevant to us, and perhaps entertaining to us, is always going to be more appealing than content that forces products and tries to sell to us. If a brand focuses on creating a strong relationship with its community, it can get to a point where it doesn\u2019t need to sell so aggressively, as users will be demanding the products themselves.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Increasingly, says Chloe Belchamber, senior creative manager, Giraffe Social Media, Portsmouth, U.K., younger generations also expect brands to engage in social activism both on and off social media.\u00a0<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Overall, she says, social media is about being open and honest. \u201cIf you\u2019re not prepared to pull the curtain on your brand, then you\u2019re not ready for social media,\u201d she points out. \u201cInstead of guarding your brand and keeping your consumers at arm\u2019s length, give them an insight into the people, processes, and values behind your brand.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">More consumers have begun making purchase decisions based on a brand\u2019s values, rather than their prices, Belchamber adds.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Mix up content<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Posting a variety of content is typically the best way to keep viewers\u2019 interest, Glenwright points out. \u201cIt\u2019s important for a brand that their social media feed provides a variety of insightful, entertaining, and relevant pieces of content for followers,\u201d he notes.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Encourage as much engagement as you can. Easy ways to do this are by asking a question or posting recipes, which are easy to share or tag someone on. Always include images since viewers tend to scroll right past text. Images help you stand out.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2022-01-13-at-3.53.48-PM.png?auto=format%2Ccompress\" alt=\"Mark Smith, Double Up Social\" class=\"wp-image-9681\" width=\"420\" height=\"469\" srcset=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2022-01-13-at-3.53.48-PM.png?w=748 748w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2022-01-13-at-3.53.48-PM.png?w=268 268w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2022-01-13-at-3.53.48-PM.png?w=300 300w\" sizes=\"auto, (max-width: 420px) 100vw, 420px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">User-generated content typically out-performs highly styled and polished photos, because it looks more authentic on social media, says Mark Smith, social media strategist and content producer, Double Up Social, London. \u201cPeople like seeing your product in its real light and use case.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Social media is a testing ground, he adds, \u201cand the best overall social strategy is a combination of tens, if not hundreds, of different types of content.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Social media is all about context, and brands should use it, \u201cto tell a wider story,\u201d says Smith, pointing to the 80\/20 rule of social media, where 80% of a brand\u2019s content should be entertaining and add value, and the other 20% should be more promotional.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How-to style content such as recipes and guides will always attract viewers because they help answer a question or solve a problem, says Belchamber.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Be true to your brand<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Don\u2019t try to emulate another brand, but create your own reason for being, otherwise, you\u2019ll lose what makes you special.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Consider your target audience at all times, \u201cand present a personality that resonates well with them,\u201d Glenwright advises.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Social media is a great place to tell your brand story creatively, \u201cto add value, build brand credibility and increase brand awareness,\u201d says Smith. This could be about the sourcing of ingredients or the people behind the product.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Monitor constantly<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Keeping an eye on your social media account is just as important as posting on it, Glenwright says. \u201cSocial media is about relationships, and all good relationships are two-way. To ignore your followers, he points out, \u201cis in some ways to miss the point of being on social media in the first place.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Although there are many twists and turns you can take throughout your social media journey, staying consistent with your brand mission and purpose should help lead you in the right direction.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn why social media is a great place to tell your brand story, in order to build brand credibility and increase brand awareness worldwide.<\/p>\n","protected":false},"author":69,"featured_media":9680,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[2584],"tags":[38,471,37,259,28,1145,36,30,32,44,27,80,1138,1144,2824,988,1965,26,2825],"class_list":["post-9678","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-best-practices","tag-consumer-goods","tag-consumer-packaged-goods","tag-cpg","tag-ecrm","tag-entrepreneurship","tag-how-to-grow-my-social-media-following","tag-innovation","tag-rangeme","tag-retail","tag-retail-trends","tag-small-business","tag-social-media","tag-social-media-best-practices","tag-social-media-best-practices-to-grow-my-brand","tag-social-media-in-the-uk","tag-social-media-marketing","tag-social-media-trends","tag-supplier","tag-uk-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - 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