Social Media tips for retail stores

Google introduced the concept of the Zero Moment of Truth or ZMOT in 2011. ZMOT is defined as ‘€”the precise moment when they have a need, intent or question they want answered online’. When customers are faced with a need, the first thing they do is grab their phones, and you want to be who they find.

Social media has become a necessity to businesses. Your customers along with their friends and family are on social media. This is the primary reason that your business should be there too. A share, regram, retweet, and re-pin are the new word of mouth.

Understand each channel

Aside from the more popular channels such as Facebook, Twitter, and Instagram, there is a wealth of social media platforms that are available for retailers. While big brands can dedicate social media teams to have the ability to focus on all channels, small businesses often need to identify key platforms to focus their resources on. When choosing your key channels, ask the following questions:

  • Where is your target audience hanging out?
  • Which channels are more suitable for your business?
  • How can you format your content to effectively communicate in each social media channel’s ‘language’?

Make it personal

It may be a business account to you, but it is a personal account to your customers. Social media is a way for brands to show their human side.

Denise Lee Yohn, author of "What Great Brands Do", tells us that the small gestures count. “Sweat the Small Stuff – design your customer experiences to bring your brand to life in the finest of details and deliver on them with excellence to express your brand in every customer interaction.” Small gestures can be addressing your audience by name in comments or replies, featuring fan art or posting customer photos with your products in hand.

Use social media to build relationships

People buy from people they trust. Although, social media is an avenue for businesses to promote their products, this is not the sole purpose for it. A company’s social platforms must be a tool to build relationships with existing and prospective customers. Successful brands strive to attain a balance between promotion and sincere interaction.

Engage your customer’s network

Convert your customers into brand advocates by posting highly shareable content on your social media profiles. Highly shareable content includes images, videos and any material that your audience will find helpful. When your audience shares your content on social media, you have an avenue to reach out to their own circle of influence and you are able to reach new people.

Get to know your audience's’ lifestyle

Post content that are suitable for your audience's’ interests. For example, a company selling cameras would benefit from featuring travel destinations on their posts. Get to know the day to day activities that your target audience are interested in.

Online to offline connection

If you have a brick and mortar store, extend the relationship with your audiences from their screen to your store. Offer exclusive discounts and offers exclusively for in-store purchases in exchange for Likes or shares. This increases your following and sales as well as encourage brand loyalty.

Local relevance

Participate in local events and activities. Find out what matters to your audience. Social media is a good way for retailers to be familiar and connect with the communities they operate in.

Get visual

Images attract more engagement across all social media platforms. Aside from image focused channels like Instagram and Pinterest, placing pictures along with other media improve your performance on other channels too. images are easily noticeable in a sea of text updates so if you want your audience to take notice and interact, use images on your posts frequently.


Who are your favorite social media influencers? Which companies are you following on social media? What are they doing right? Being on the look out for best practices and get inspiration for your own channels. You don't always have to reinvent the wheel.

Post consistently

Establishing as excellent social media presence cannot be achieved by one viral post. It takes consistent, quality content to really provide value to your audience.

Social media is increasingly becoming a necessity for businesses. What social media best practices do you recommend? share in the comments below.

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About the Author


Angelica Manlunas

About Angelica Manlunas

Angelica lives off of coffee and pizza. She spends her time online tinkering on social media, watching short films and poetry slams. Her offline time is devoted to trips to the beach or spending lazy days indoors with a book in her hand. Also, she writes at least 1000 words every day. Email Angelica at and follow Angelica @ang_transeo.


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