Attire Accessories - Feb/Mar 2019 (Issue 74)

SOCIAL MEDIA 109 WEB WATCH Attire Accessories is at the heart of the online accessories community. Here’s a quick update on what’s been happening… ATT I RE ACCESSOR I ES @AttireAccessories @AttireAccessories @AttireAccMag @AttireAccMag OUR MOST RECENT FOLLOWERS: Instagram @midhavenlimited @earth_squared @nicolasextonboutique Social status Martin Foster, managing director of Lakeland Leather, explains why social media has helped the brand stay relevant and given it the ability to react to social trends SOCIAL MEDIA HANDLE: Company name: Lakeland Leather @lakelandleather When did the company set up Instagram and Twitter accounts, and what prompted it to do so? We created our Instagram account in 2016 and our Twitter account back in 2011. The era of technological change, the significant growth of social media and number of social media users definitely prompted us to create our accounts. They gave us the opportunity to further differentiate our company from other independent retailers, market our company, establish an online voice and communicate with our customers. We were slow to fully embrace social media but have begun to do so in the last couple of years. Has your business benefited as a result? If so, how? The company has been able to share and communicate its brand story with its existing customers and reach new ones. Utilising social media helps our brand to stay relevant and adapt and react to social trends, things that we wouldn’t be able to do if we solely operated offline. Where do you see the future of social media going, and how can it continue to drive brands forward? It’s honestly hard to say where social media will take us in the future simply because of how far it has grown in the past few years. I’m not sure if it’s an obsession we, as consumers, currently have or if it will only accelerate in years to come. If brands optimise social media to help establish and differentiate their online presence, then it can only be a positive tool to drive them forward and build their story. How often and what do you tweet/Instagram about? We tweet daily. Whether it’s sharing our product ranges and latest news, communicating with customers, joining in on relevant social topics or sharing what’s on in our local area – there’s always something to tweet about. Twitter is a great way to help build your brand voice. On Instagram, we focus on sharing the correct brand aesthetic of a true British heritage leather goods company, whether its image content from our latest collections, views of the Lake District or photoshoot imagery. What advice would you give to first-time social media users? Follow social accounts relevant to you, brands or people, to keep up to date with the latest news and industry trends. Create your own voice, be creative and be consistent. Don’t overthink it – keep it real and not too corporate. THIS MONTH ON SOCIAL MEDIA, WE’VE MAINLY BEEN: * Tweeting about our fabulous new account manager * Checking out all the new products brands are bringing to the shows * Welcoming our newest followers * Researching top trends for 2019 Kay ’ s Top Tip Our Head of Social Media guides you in the right direction when it comes to online content. She says, “Understanding your audience’s wants and needs will help you to connect, engage and build relationships. Start by replying to comments and questions on your social media channels and take part in forums related to your targeted audience. You can even set up polls and surveys to target specific questions - if you’re looking to make sales through social media, simply ask ‘What is your favourite social media channel for shopping?’ Note that social media users generally take part in polls rather than open post questions.”    Twitter @LittleBlueGeck0 @rowallan_scot @GlencroftUK