What Social Media Does and Does Not Do

Social media is always evolving. You can post videos and interact directly with your followers via social media. This was especially true during the COVID-19 epidemic. Companies could use these online connections to continue reaching out to customers and maintain their interest in their brand. To keep customers interested in their brand, retailers should be constantly updating their social media strategies.

Clay McDaniel is CEO ofRipl Inc.Software company that enables hundreds of thousands of small businesses to succeed on social networks without high-level staff or high overheads, offers 10 key pieces of advice to small business owners.

1. 1.

You may feel overwhelmed by all the social media channels you manage. If so, you can focus your efforts on those that are performing well. Certain channels are not right for all businesses. Instagram and other visual platforms can benefit retailers. Twitter, however, can be beneficial to share news and manage customer service.

2. 2. Know your customers

Mass marketing is often expensive for small businesses. Small businesses should make sure that their social media activities are targeted to their customers’ needs. You can spend time getting to know your customers and what they want. This will allow you to create new content throughout the year.

3. Add a call-to-action button

This button can be found under your Facebook cover photo and can also be added to Instagram. It should be tailored to your business so that potential customers can immediately engage with you by clicking “Shop Now”, “Book Now”, “Sign Up” and other options. This button will take customers directly to your site when they click it.

4. 4.

Change your passwords and permissions for each business page in the new year. This is a crucial step in keeping your accounts safe.

5. 5.Set goals for your social media pages

A page simply for the sake of having one is not a good strategy. Instead, set measurable goals to track what is working and what isn’t. This could mean brainstorming new content ideas, posting at a higher frequency or at a more frequent interval, or managing your community on social media.

6. 6.Refresh your main images and business profile pictures

Your profile picture and cover/banner images are the most prominent visuals on every platform. They should include your logo or something representative for your company in the coming year, such as a shot of you, your team, or key products.

7. Facebook allows you to use a vanity URL

A random URL was initially assigned to your Facebook business page. A vanity URL that is specific to your business (e.g. https://www.facebook.com/ripl/), will make your page more memorable for customers.









8. Clean up your feed and followers

You can unfollow, like, or dislike any business or personal profiles on Facebook, Instagram, or Twitter. Any groups that you don’t find relevant should be removed. You might also consider removing followers, especially fake or inactive ones, from your profile or page.

9. Optimize your Instagram bio

Edit your profile to ensure your Instagram account is current. Edit your profile to upload a new photo, change your bio and add a link to your website. Don’t forget to activate a call-to-action button and add your business category.

10. Archive or delete old content

Take a look at your Twitter and Instagram tweets, and see if there are any that are no longer relevant to your business. Check your Instagram story highlights and delete any that are no longer relevant. You should use Instagram stories to promote your business. You can keep important content on Instagram forever since highlights are permanent and stories last for 24 hours. You should also review your tweets from the past to see if any have been controversial or tone deaf.

Revolutionizing the B2B Experience

Lion Brand Yarn CompanyFifth generation family-owned business, offering knitting and craft yarn, has created a new way for retailers to buy merchandise. Their first “Virtual Showroom” was launched by the company. It is set to revolutionize the crafting market and set the standard in efficient business operations in this age of remote and hybrid business.

Shira Blumenthal (Brand Ambassador for Lion Brand Yarn Company), said, “Since late 2019 we have been experimenting creating a unique virtual experience for our brand.” We quickly realized that this opportunity was not limited to B2C. We thought “Why not transform the sales process with the technology?”

Lion Brand store

Lion Brand has teamed upRefresh AdvertisingAn agency that specializes in creating immersive experiences and content for brands using new technologies. The brand created a unique experience for its sales partners and retailers with their assistance: A fully interactive virtual store where buyers can browse and purchase Lion Brand products during group presentations.

This is the first time that a yarn and craft distributor has used this technology to present B2B meetings. Buyers will be able to access the Virtual Showroom, which is similar to a brick-and-mortar shop and is accessible via any virtual meeting platform from Zoom to Google Meets.

  • In themed rooms, see the latest Lion Brand products
  • Just a click and you can enjoy product demo videos
  • Digital swatches are available that show the stitch definition for every type of yarn
  • See the various garment options on virtual mannequins
  • You can view digital lookbooks, project sheets and patterns among other marketing assets.








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This was necessary due to the global impact of COVID-19. Blumenthal said that the idea was already in place long before the pandemic. “Pre-COVID we were working with technology to allow virtual consumer experiences to dovetail into our online presence,” she stated. She added that the term “brand experience”, while a perk for many businesses, is a prerequisite to their commercial viability. This brand experience initiative adds cohesion to Lion Brand while removing unnecessary steps.

Like many virtual trade shows held during the pandemics, Lion Brand’s Virtual Showroom maintains consistent messaging. Buyers who show interest in specific products at any stage of the Virtual Showroom meetings will be able to receive selling sheets by email within minutes. This is a great way for retailers to continue to communicate with customers and consumers even if they aren’t comfortable meeting in person. Over the past year and half, many retailers have found creative ways to meet shoppers virtually. Lion Brand’s Virtual Showroom is a further proof of this.