Social Media Plan

Charlsey Wolfe

Charlsey.wolfe@okstate.edu

918-510-1664

Introduction:

Easy Fit Clothing is a unique clothing line using magnetic buttons to help make the everyday

struggle of getting dressed in the morning easy and quick. Because Easy Fit Clothing is a new

company, many clothing lines in existence already, it needs to stand out and show people why

they should buy your clothes. Because Easy Fit Clothing is still in the works there isn’t a lot of

money to advertise and market your brand with, which is why social media should be a crucial

asset right now. Strategically using social media can help you self-brand your company at no

cost and start gaining a fan base for your premiere launch of Easy Fit Clothing. This plan will

help guide you in self-promoting to expand your brand while gaining a wide audience.

Easy Fit Clothing line wants to target people who experience a physical disability like

Parkinsons, ALS or even just a broken limb. However, this line can also benefit a diverse group

of people like children and senior citizens; therefore it is important to include them when

marketing. Unlike their competitors, they want to make Easy Fit Clothing stylish, but affordable

because of the high costs associated with having a physical disability.

Research:

Easy Fit Clothing currently has no way of connecting with their audience. They don’t have

any social media accounts, a website or blog, which are important in promoting your brand.

Even though there are clothing lines out there that use magnetic buttons already, such as Van

Heusen’s Easy Care Magna Click line, Magnaready.com and Ian Stikeleather’s Affectation line,

they either do not have good style or are way overpriced. This is where Easy Fit Clothing can

come in and takeover that market. All of its competitors have a website, Facebook and Twitter;

Ian Stikeleather has an Instagram and blog as well. They keep them updated and post daily.

These are good accounts to look at to get an idea of what to post. The problem Easy Fit Clothing

currently faces is that it is not a well-known brand, and it isn’t easy trying to get your name out

there, especially in the fashion industry. One way to gain brand recognition is to send clothing

to a celebrity, such as Michael J Fox, to hopefully attain pictures of them wearing your clothing.

While promoting your brand you need to show the meaning and talent behind each product as

well. This helps customers feel connected to your company (Debono). Always keep your

customers wanting more; give them sneak peaks into future products, let them know when you

start working on something new or tell them about future events in the making to make them

be on the lookout for more information. You will have a visual aid with almost everything you

do, which is good so your customers have something to visually remember your brand by. Don’t

post too many visuals of your work or you will overexpose it and people will lose interest.

Objectives:

It is important to keep track of your social media to see how much interaction and

followers you gain from your strategies, and if they are helping or hurting your company as a

whole. To do this you should look at your follower count from all your accounts and see how

many you gain and lose and the rate you gain each month. Easy fit clothing should aim to have

1,920 followers at the end of the year with a monthly goal of 160 followers on each account.

Programming:

It’s very important to know who you’re talking to and what they like and dislike, while

being organized and planning out your posts. You want to be able to reach a wide and diverse

audience. You need to constantly interact with your followers through commenting and sharing

their posts and try to respond within a day when mentioned to give quick responses. Be sure to

show different styles of your line to exemplify its diversity for it to appeal to a wide variety of

people (Debono). It’s good to follow other companies in the same industry and who have the

same target audience like Martin Bionics @Martinbionics, Rehabilitation International @riglobal

or Independent Living @Indliving. Through observing your audience you can grasp an idea how

many times you should post a day because posting too much or not enough can hurt you.

1. Pinterest and Redit

Online platforms such as Pinterest and Redit give you opportunities to showcase your

work outside of the mainstream social media outlets. It gives you a broader audience; Redit

alone has “10x to 20x the reach of Facebook.” However, when promoting products on there

you have to be discrete. Redit users don’t like people coming on just to promote their

products; however they do like quirky and unique things. For Easy Fit Clothing, you should

post pictures of customers wearing your clothes, and mention the clothing line at the end

(Dews). While most Redit users are males around the ages of 35-55, 71% of Pinterest 150

million active users are female (Garin). Pinterest is a good platform for Easy Fit Clothing

because they can have a separate board for each kind of their products, and also have a board

where they share and re-pin pins from people in the same industry. On Pinterest you can post

as many times a day as you want just keep it under 7 or it may be excessive. Easy Fit

Clothing would benefit from Pinterest’s products pins, which help make shopping easier by

presenting a link where the product can be purchased and providing the current price. If one

of your followers pins your product pin to their board then they will get a notification every

time the price changes, keeping them updated (Helmrich).

2. Facebook

Facebook is great start in promoting your business with having 1.86 billion active users,

you should post every other day to keep your followers connected. You don’t want to over

post or your followers will get annoyed. Your posts should be intriguing, to the point and

work related. You should post about special events coming up, new products, future plans or

sales. Try to add a visual with every post to make the reader want to look at it. Even though

there isn’t a character count like twitter, keep the post up to only a few sentences or readers

will get impatient and not want to read it (Garin).

3. Twitter

Twitter is a great way for Easy Fit Clothing to enhance their social media presence. With

313 million active users, it is an easy and fun way to get your brand out there while engaging

with prospective customers (Garin). Twitter is useful in keeping your followers updated on

your company while promoting new products and changes happening. The key to twitter is to

make it quick, intriguing, accessible and to the point. People have short attention spans so

you have around 5 seconds to catch their attention and get them to read your tweet. You want

it to be short so they can quickly skim it and get a feel for what it’s about while catching their

attention with a visual like a picture or video. Easy Fit Clothing should tweet at least once a

day, but preferably more than once. However, when tweeting make sure to spread them out

so they aren’t oversaturated and your followers won’t get annoyed. The best times to tweet

are in the morning before people go to work, and late afternoon. Keep your content is

beneficial and entertaining so more people want to follow and retweet you. Twitter is the

place to be make sure you are engaging with your followers, show them the character behind

the brand. Make sure to hold contests like if your followers retweet you they will be entered

to win a $50 gift card. Don’t worry about having to be on social media 24/7, there are third-

party apps such as Hootsuite, Socialoomph and Bufferapp to help schedule what day and

time you want to post your tweets at (Hyatt).

- London Fashion Week ✔ @LondonFashionWk

The beautiful Daisy Lowe is here and ready to answer all your questions! #AskLFW

9:08 AM - 15 Feb 2014

10 10 Retweets 5 5 likes

- Matthew Williamson ✔ @MWWorld

From first sketch to flutters of feathers - the story of the pom-pom gown - live from

backstage #LFW #ohMW

1:36 PM - 16 Feb 2014

27 27 Retweets 26 26 likes

- STYLECABLE @stylecable

Press 'PLAY' and check out our fashion #gif of a gorgeous @ByMisha gown!

8:26 AM - 30 Jul 2014

1 1 Retweet 2 2 likes

4. Instagram

Instagram is rapidly growing as it currently has 600 million active users. It lets you post

pictures to gain a wider reach of followers using a different platform. You can also embed

Instagram pictures within Facebook and Twitter posts letting people without Instagram see

what’s going on (Garin). With an every picture you post for your company you should make

sure you have a brief and to the point caption while adding hashtags to it. Hashtags are

essential to marketing on Instagram; it helps users find your content and can get you more

exposure. You can have up to a maximum of 30 hashtags on a post, however using that many

is pretty excessive. Keep your Instagram updated with pictures of your progress and new

products. Each one of your social media accounts should have a certain look and feel to it.

You want your users to feel connected to you so try to personalize it as much as possible by

posting pictures of what goes on behind the scenes like how everything is made. Also, post

pictures of your employees, this allows users to put faces with your company. To gain more

followers and exposure on Instagram some companies have their users tag them or use a

certain hashtag if they post a picture of their product to enter to win a prize (Gausepohl).

5. Personal Website and Blog

The first and most important way to get your brand and identity out there is through your

brands website. Developing a website should be the first thing to get done that way you can post

contact info, social media handles, new products, upcoming products and general info about the

company. By creating a website, you are opening your company up to the use of a personal blog.

Blogs are a great way to personally connect with your followers while explaining every detail of

what goes into making your product line, why you think your line is more beneficial than others,

how you thought of the idea, and what this line means to you and your audience. Make sure to

update your blog regularly at least once a week so your followers are up to date on what’s going

on.

Stewardship

This plan will let you create and build relationships that will keep growing in the future.

As you continue to properly use this strategy and constantly be engaging with your audience,

those connections will vastly expand. The relationships you gained from the start will be

maintained, and they will fully support you along the way as long as you are loyal to them.

Works Cited

Debono, James. "13 Reasons Why Using Social Media for Business Is Non-Negotiable!"

Social Media Today. N.p., 07 Feb. 2015. Web. 10 June 2017

"The Beginner's Guide to Twitter." Michael Hyatt. N.p., n.d. Web. 10 June 2017.

Brittney Helmrich, Business News Daily Staff Writer. "Pinterest for Business:

Everything You Need to Know." Business News Daily. N.p., 20 Jan. 2016. Web. 10 June

2017.

Shannon Gausepohl, Business News Daily Associate Editor. "Instagram for Business:

Everything You Need to Know." Business News Daily. N.p., 03 Jan. 2017. Web. 10 June

2017.

Phillip E D Dews | @_WuuP. "The Ultimate Guide to Using Reddit for Marketing Your

Business." Comms Axis | Content, Marketing & Sales Combined. N.p., 01 Feb. 2016.

Web. 10 June 2017.

"Side by Side Social Media Stats Infographic for 2017." Marketing Strategy X. N.p., 17

Feb. 2017. Web. 10 June 2017.