Social Media Guidelines

Social Media Guidelines

Traditional forms of promotion and communication such as print advertisements, radio and TV have been used effectively by retailers for more than 50 years.  Social media and digital communications are relatively new and may not be as well understood as the more traditional forms.  Here are a few basic guidelines on when and how to use social media to alert customers about new in-store promotions, and ways to encourage customers to be healthier.  (Note:  there are many other social media sites besides Facebook and Twitter but they are two of the most popular ones.)

Facebook: 

• Posts are typically ways for people to keep up with their family and friends;
• Advertisers may buy space and ads are selectively targeted to appear on the pages matching demographic most likely to be interested in that product.
• Many companies have a Facebook presence that functions like an alternative webpage that allows interaction between the viewer and the page creator.  Some retailers offer contests and incentives to get people to “like” them on Facebook.  Whenever a Facebook user “likes” a company’s Facebook entry, this is communicated out to that person’s friends letting them know about the company or message as well. [SAMPLE SCREEN of MEMBER COMPANY, e.g., Kroger or Safeway.
• Best uses:  added value announcements that offer the customers something they will truly use (a discount) or when there’s an important announcement that will affect shoppers.

Twitter: 

• Rapidly becoming the way people send information (“tweets”) out quickly to those who “follow” them;
• Tweets must be short (140 characters or less) and to the point.
• Make sure customers will really care about the info or they will “unfollow” you;
• Twitter Dictionary
• Sample Tweet Message Formats to try:
  • Just seen: [short sentence & web page link]
  • Over Heard (OH):  [short sentence & web page link]
  • Great recipe:  [short sentence & web page link]
  • Just arrived:  delicious [food name] from [location]  [short sentence & web page link]