The list of essential social sites for brands and retailers grows longer every year. It's like taxation without representation. Facebook, Twitter, YouTube, and a company's own blog are must-dos. Also vying for the attention of a sustained brand presence are Instagram, Pinterest, Tumblr, Flipboard, GetGlue, Polyvore, and potentially dozens of other new startups every year.
With the social media landscape changing every six months, marketers should not be surprised if at least two social sites break through with high traffic and a unique concept every year.
Obviously a brand will find it challenging to create original content for every site in a sustained manner. Brands must pick and choose the best sites and channels for their image and audience. The trick is to balance reach with appropriateness.
Lifestyle brands and retailers have just been through several years of complete marketing upheaval, as they have discovered and staked out territory on Twitter and Facebook. This year and beyond will be the time for brands and retailers to deepen and refine their social media presence and strategy.
Pinterest is an unusual site for several reasons, and one that women's lifestyle brands in such areas as beauty, health, fashion, food, and home decoration should pay special attention to.