Social Media is one of the most powerful marketing tools out there both organically or paid. According to the statistics, over 4 billion active users are on social media which is 57% of our population. **Instagram alone has over a billion users and the numbers will only increase as years go by. This gives brands a huge opportunity to be exposed to millions of people who are browsing through social media everyday.
However, in order to see success on any social platforms, a brand must have a strategy in place if they want to reach the right target audience and make sales. Putting together a social media strategy is full of trial and error. There'll be a lot of testing to see what works and what doesn't. A simple ready made-for-you templates won't do the work if the brand is not willing to put in the effort and hard-work. The strategy must be tailored to the brand's vision and target audience. Every brand, every target market, every platform is different hence why it's crucial to plan a strategy that works for each one.
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Forever 21 currently has a good established following across their social media pages but they're not utilizing any of them very well. This means they're losing the chance to reach more people and continuously losing sales day by day. At this point, it seems like they're still sticking to their old strategy even if things are evolving. They're not putting enough effort to engage with their audience or put their name out there.
Regardless of having a large amount of following, their engagement rate is significantly low and their content is full of mindless posting or sharing photos with no proper strategy in place. Almost every business is on social media because they're aware of its advantages so not leveraging the power would almost be a shame. If there are any noticable changes on social media, the brand should be willing to evolve with it so they don't fall behind everything else.
With the rebrand of Forever 21, it is more than important to create a social media strategy that aligns with their goals and new identity. Platforms that have their potential target market is on have been chosen and each platform will have its own special strategy for a long-term success as well as exposure.
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A SMART goal is used to help guide goal setting. By setting goals, a brand will know what they want to achieve and the actions to take towards them.
SMART goals are:
To raise brand awareness with its new rebrand and increase engagement across all social media platforms.
Forever 21 will be working on growing its brand awareness by spreading positive messaging across their social media platforms and showcase its new rebranding. The brand will also work on increasing the engagement rate by interacting with their audience. They will be collaborating with influencers to gain exposure from their existing audience. Forever 21 will make use of studios for photoshoots to share them on their platforms later on. These goals are important for the brand to attract new eyes and build a loyal community for a long-term success.
These goals have been set by keeping realisticity in mind that will build a long-term success for the brand. It's important to be consistent with its brand voice, messaging and content.
6 months from now, the brand will have been expected to reach their target market and gain new loyal customers. New goals will be set at the start of every month and will be evaluated at the end of each month to track progress.