Follow the Trending Topics and Consistently Post: The Next Steps for Zita Bridal Salon


Zita Bridal Salon has made a step in the right direction when it comes to its social media accounts. They are lightyears ahead of other local companies, which sometimes lack social media accounts. However, while Zita should be commended for its use of Facebook, Pinterest, Youtube, Twitter, and Instagram, it is missing a key element of social media strategy-Consistency! 


Long-term, Zita Bridal Salon should hire a person (or company if the budget allows for it) to manage its social media accounts. Many of their posts on social media lack engagement, and having one person write content for them may be beneficial. 


They also absolutely need to employ a social media content calendar. While they use their accounts, they do not use them consistently enough. Their Instagram account could be swimming in activity, however in over 8 months, they have only had 19 posts. Much like their Instagram account, their Twitter activity had an apparent hiatus from July until November, which isn’t doing them any favors. With over 200 followers, they need to remind their potential consumers that they exist!


A content calendar would give them a schedule of what to post, and how frequently to do so, which may help bring business to their shop. 


Short-term, and above all, the company really needs to put a focus on just getting out there. While they don’t want to tweet just for the sake of tweeting, a company like Zita Bridal Salon, that has limited repeat customers, needs to continuously put themselves out there to be noticed and stand out amongst competitors. 


While it is harder for a small company (or even a large one) to post new content to Youtube everyday, a tweet or two a day, is not impossible. 


One thing Zita Bridal Salon could do right now to get involved is to use trending topics! Whether it is on Facebook, Twitter or Instagram, Zita cannot be afraid to jump into the conversation in new ways. For example, on a Wednesday night, they could tweet, “Are you and your bridesmaids planning your wedding on this fabulous Wednesday night? Tell us about it! #WineWednesday #ZitaBridalSalon.” Another popular Wednesday topic is #WisdomWednesday. To incorporate this, Zita could Instagram stress-relieving quotes to remind the bride what her wedding day is really all about. 


By joining in on the trending conversations, potential consumers will recognize their presence without the overwhelming feeling like Zita is constantly trying to sell something. 


Hiring one person to handle their social media accounts and their content would be beneficial, as would setting up a content calendar, but until those things can be done, consistent conversations on trending topics across social media are the way to go! Potential customers will be more aware of Zita through social media, and more likely to stop in the store! Zita should want to remind people that they exist.


Essential Elements of Social Media: A How To For Your Brand


Social media is bigger than it has ever been, and this trend of expansion does not seem to be slowing down at any time in the near future. Brands are getting more involved in the social space, but it is important to do it right, simply joining Facebook is not enough. To do social media “right” the essential elements of a social media strategy must be considered. 

What are the essential elements of a social media strategy? That’s a loaded question, especially because a specific answer to that question varies greatly from brand to brand. 

There are common essential elements to social media strategy. To discover what your brand should do, your brand first needs to discover what it wants to accomplish through social media. Do you simply want to raise awareness? Do you want to increase sales in general? Or increase the sales of a particular product? Are you trying to better understand your consumers? Whatever your particular goals are, just make sure that they are clearly known by those on your social media team. And be sure that any goals you set are realistic!

After you have considered your overall goal, FIND YOUR VOICE. That may sound like an inspirational poster a teenage girl might have hanging in her bedroom, but it’s great advice for a brand. Does your brand want to be like Mercedes, a brand that exudes excellence and sophistication, and sells beliefs in addition to cars?  


Or like Infiniti, whose commercials essentially mock Mercedes and their owners for being conformists? Whatever you want to be, own it! Make your voice your own in every sense. If your brand wants to be funny or use popular slang, it can do that, the brand voice just needs to remain consistent over all social media platforms. But if you grow to dislike your brand voice, or it is not helping you achieve your goals, it is important to remember that you can gradually change it over time. 

The next essential element of social media is content. CONTENT IS KEY. Is what you’re telling your consumers innovative? Or is it just taking up space on their newsfeed? Your content should be unique to your brand and voice. It should be innovative and spark conversation. And above all, your content should NOT always be about your products!

An important essential element of social media strategy is to remember that all social spaces should not be treated equally. Ginny Long Director of Digital and Direct Marketing for Moen gave a presentation on Moen’s Social Media Journey. In her presentation, she said it was an important lesson for them to learn that not all social media platforms are the same, and should not be used in the same ways. The graphic Ms. Long showed in her presentation is cute and funny, but there is some truth behind it that brands must remember. 


Next, brands must remember to let conversations develop in their social space! Let your consumers talk. If your company is food based, let consumers share recipes. If you can jump in, feel free to do so, but not everything is about the brand and product sales at all times. Brands also need to remember to respond to all questions and comments directed specifically at them, regardless of whether they are positive or negative. Your consumers will appreciate your feedback, and that will hopefully keep them coming back. 

Lastly, keep your goal or goals in mind. Find ways to monitor your goals and discover whether or not your brand is reaching them. Tools like Sysomos are great for this. Do not be afraid to change your strategy, and take your time getting adjusted in each social space.

Essential elements of social media strategy do differ for every brand, and the elements themselves may change over time since social media is constantly evolving. But at this time, these elements are the most essential, so remember: 

1. Set a Realistic Social Media Goal

2. Find Your Voice & Be Consistent

3. Content is Key

4. Not All Social Spaces are Equal

5. Conversations & Response

6. Monitor the Progress of Your Goals