How To Use Social Media In International Media

As the mainstay of the clothing industry, the "luxury and luxury" luxury brands in recent years are beginning to drift away. They also need to break the "aristocratic" barriers that bind them, abandon the mysticism of the past, and add more intimacy to themselves through the marketing model of "going down the altar". Social media (represented by micro-blog and WeChat), represented by Facebook and Twitter, can take advantage of its fast, efficient and transparent timeliness and interaction so that users can feel "no time difference" directly. brand Charm. As a result, sensitive brand marketing experts are unable to sit still.

June 17th, British landmark luxury brand Burberry released the 2015 spring and summer Prorsum series men's wear. In this show, Burberry and Twitter collaborate, enabling audiences around the world to experience a richer viewing process through new technologies. In addition to Twitter, viewers can instantly experience Burberry's showroom atmosphere from other social media platforms, including Facebook, Instagram and so on. Besides, there are domestic micro-blog, WeChat and so on. In fact, this is not the first time Burberry has used social media to promote its brand image. As early as September 2009, the brand launched a social networking site with Facebook. Taking a look at Burberry's big moves in social media, though many means are not pioneered, this old brand of luxury goods has been fading away from its stereotyped image and has had an unprecedented youthful flavor. Today's Burberry is already one of the most popular brands in social media. Of course, this kind of marketing is not just a gimmick, but also a big increase in brand sales.

But in the face of the spread of social media, the content of homogeneity inevitably makes people feel fatigued in the environment of information explosion. What's more, simply use some low-level means to transform the promotion platform to attract people's attention. Although some forms can still attract some excitement, it is hard to maintain long-term success by drinking poison and quench thirst. In addition, brands have to face a problem: how to cater for the characteristics of social media in marketing. Taking micro-blog as an example, the biggest difference between micro-blog and traditional media is that it needs "7 days and 24 hours" to update continuously, so the brand needs to consider how much energy it takes to manage its micro-blog. The "interactive" micro-blog also brings many challenges to the brand. For example, when micro-blog is complaining about services and asking products, can micro-blog accurately determine what needs to be answered and give a timely and accurate response. These seemingly insignificant little things affect the popularity of micro-blog fans directly to the brand image.

Compared with many "big names", many fast fashion brands adopt unconventional methods. For example, C&A, in a store in Brazil, directly linked the clothing store directly with the Facebook page of the company, and the "Likes" on the hanger was updated in real time with the voting of Facebook users. Such shoppers can stand in the physical store to understand the product's evaluation in the network. Although we are not aware of the final result, this practice is absolutely innovative, and firmly grasped the pulse of social media marketing, and also made its brand capture a lot of attention resources in the new consumer group.

In my opinion, in the face of the characteristics of social media, clothing brands should not simply promote, but can use this platform to better understand customer needs, such as the number of fans, types, interests, lifestyles and so on displayed in micro-blog and WeChat, so as to make precise positioning for potential customers, and carry out timely and effective activities according to relevant information to further attract new fans, increase brand reputation and goodwill, so as to achieve a virtuous circle of promotion.

At the same time, in the traditional media still have a strong voice of today, and the traditional media with superior strength rely on each other, combined with the advantages and characteristics of the two in the promotion to foster strengths and circumvent weaknesses, forming the two forces under the online and offline forces to promote each other, thus playing a multiplier role. Moreover, the brand should make use of social media to spread positive energy, establish a brand image with good social responsibility, and lay the foundation for creating a good word of mouth effect. When promoting social media, clothing brands can explore boldly at the new level of digital technology, providing users with more high-quality, innovative, natural and smooth interactive experience in a timely interconnected environment. It should also be noted that social media has many commonalities and its single individual always has its own characteristics. Therefore, it is necessary to choose suitable media forms in combination with specific situations.

Mark Zuckerberg, the founder of Facebook, once said proudly, "we have the most powerful information dissemination mechanism in a whole era." More and more clothing brands have seized this mechanism in time to mark their own flags and achieve satisfactory results. But tracing back to the source, social media is just a carrier that carries the brand, though it is very special, it can earn you the first opportunity. However, if we want to step by step in the game of market turbulence, we need more things to add power to this ship, so that we can sail to the distance of our hearts.