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Social Media Marketing: Get Diversified

By David Lantrip, Industry Expert

This is the first installment in an ongoing series providing social media tips and insights for custom framers.



As a small business owner, you don’t need to be told that social media is important. After all, it’s probably how you came across this blog in the first place. With 65 percent of American adults using social networks and 82 percent of small businesses using social media for marketing purposes, it’s clear that social is a vital business tool.



But the real challenge for custom framers is, “How do I use social media effectively?”



In the coming weeks and months, we’ll be sharing occasional tips and insights about how you can better leverage social media to help your business. And to start, if your frame shop already has a presence on Facebook, that’s great. The world’s most popular social media platform is where most custom framers begin. Facebook is a great place for building community, posting photos of projects, and announcing upcoming special events. But having a presence on Facebook alone is not enough.



This year, Facebook altered its News Feed algorithm to de-emphasize posts from brands and businesses (unless you pay to “promote” posts to your audience). Despite those changes, your Facebook page is still a great place for customers to find you and for you to interact with them. But if it’s the only social network that you’re investing your time and efforts, then you’re risking a decrease in your reach and engagement.



That’s something that we recognized here at Tru Vue® and is part of the reason why we’ve recently diversified our own social media presence by launching our new Instagram and Twitter pages.  Our advice to you is to do the same by branching out and exploring how you can leverage other social networks.



To help you get started, here’s a quick primer about the three biggest social networks and how they can relate to your business efforts.



Facebook: The Connector


Savvy business owners use Facebook as a “home base” to tell stories about their company, cultivate relationships with customers, and help nudge them towards purchases. For a frame shop, this means showing off your work through photos and sharing the stories behind the projects, inviting customers to ask questions on your page or send them via direct message, and by posting news about ongoing promotions and upcoming special events.



Instagram: The Engager


Of the major social networks, Instagram is the most visual, making it a natural for custom framers. People scroll through Instagram looking for visual stimulation, so invite your customers to follow your shop on Instagram and wow them with beautiful photography of your best framing projects. The more great work they see, the more likely they are to be inspired to have you create a great framing piece for them too.



Twitter: The Reactor


Twitter is all about the moment at hand. Quippy one-liners about the news of the day dominate the medium, which can make relevant engagement more challenging for companies, both big and small. Larger brands will often use Twitter as an extension of its customer service line, and many users today simply expect to be able to find their favorite companies on Twitter. So, it’s wise for your business to have a presence on the platform, if only to ensure that you are where your customers are. To keep the page active, you can share images of your work and news about your company. A smart tip for better engagement on Twitter may be to also use a personal account to engage with other custom framing business owners and enthusiasts. Be sure to identify yourself in your bio as a professional custom framer!



We hope you found this first installment about social media marketing to be useful. Stay tuned for the next installment of this series where we’ll share tips for photographing your framing projects for use on social media.

This article is intended for educational purposes only and does not replace independent professional judgment. Statements of fact and opinions expressed are those of the author(s) individually and, unless expressly stated to the contrary, are not the opinion or position of Tru Vue or its employees. Tru Vue does not endorse or approve, and assumes no responsibility for, the content, accuracy or completeness of the information presented.

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