by G.B. Oliver
A lot of businesses will put their social media icons on their website, but usually at the bottom of the page, or they are quite small or not in a clearly visible spot. Remember, being on social media is not going to help you unless you get people to follow you, who will then share your posts/pins/tweets with their followers, creating a ripple effect.
Major online retailers are taking their social media efforts a step further, beyond using small icons to get you to click over to their social media pages. Instead, many are actually promoting their social media pages right on their shop homepage with a preview, in order to lure customers over. Here are some good examples:
Tumblr – Club Monaco
The clothing retailer, Club Monaco, has added a snippet of their Tumblr page, uniquely called Culture Club, to the bottom of each of their section pages. You can click on the individual images (to reblog, like, etc.) or you can go directly over to their Tumblr page and start following it. In fact, Club Monaco has dedicated a shop section to all their social media (under the same Culture Club title) where you can see their Tumblr page, some pins from their Pinterest boards, some posts from their Facebook page, and some tweets from their Tweeter feed. Much more effective than icons.
Pinterest – Mark & Graham
The online store, Mark & Graham, specializes in personalized and engraved products. On their home page and on their blog, they are promoting their Pinterest boards, but selecting one board to profile, relevant to the current season, like this one on popsicles. Clicking on this visual preview takes you to their Pinterest boards.
Instagram – Bottica
Jewelry and fashion accessories retailer, Bottica, profiles Instagram photos from their customers right on their homepage. They encourage customers to take a unique photo of one of their products, and then they select the best ones to profile on the site and on their Instagram page. Customers can even upload photos directly on the homepage. Each Instagram photo also has the product listing directly hyperlinked so you can easily purchase.
FINAL WORD: Social media icons are pretty common place on websites now, but the real innovators are taking it a step further by promoting their social media pages with previews or other more detailed, interactive graphics. If you really want to develop a following on social media and broaden your reach, maybe you should do the same.
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