Where to start?
From the outset, or rather, from getting to know the client’s needs and analysing the statistics of the managed fanpage. Answering the questions of who we are targeting with our content, what types of posts gain the best reach, whether we are dealing with an engaging audience or the opposite becomes crucial. Every shopping centre is different and we need to be aware of this. It is worth taking the time to do some in-depth analysis before setting up a concrete action plan. There is no room for randomness here.
What next?
Objectives
We need to determine what we really want to achieve beyond the obvious promotion of the shopping centre itself. Increased organic reach? An increase in the number of fans? Increased audience engagement? The answers to these questions will determine the way forward.
Content
Coherent, well-thought-out content that is tailored to the target group is the foundation of effective social media communication. There is no room for boredom: news, the latest fashion trends, cosmetic must-haves, restaurant offers, promotions from tenants and special events and campaigns. There is no shortage of content to publish, but it is important to find a way to make your audience interested and stand out in the shopping centre market. Theme days, trivia and news, live shows and centre ambassadors are just a few examples. Good graphics are an integral part of interesting posts. Catchy slogans, a modern layout, subtle embellishments – ideal. To sum up, without a social media communication strategy, there is no way!
Action
It is time to put theory into practice. Interesting posts, consistent graphics and real photos from the mall, as well as periodic competitions with prizes, allow us to build a relationship with the customer. We need to create a space that intrigues and creates in the audience the need to follow the shopping centre’s fanpage, not just specific brands. This is a challenge we need to meet in order to be effective in social media.
Observe and react!
Is the form of communication you have adopted not working at all? Do you have the impression that your fans are bored with your content? Time for a change! New forms of posts, interesting live broadcasts, well-targeted paid campaigns, a slight modification of the graphic layout and a change in the frequency of publications – this is the plan B you need to be prepared for. However, you do not have to turn the entire communication strategy upside down right away; even a small change can bring surprising results. The important thing is to observe the statistics, react and learn from them.
Communicating a shopping centre on social media is quite a challenge. But we love such challenges!
All rights reserved