A Creative Director of a very prestigious New York agency recently said that he advised a client (a BIG fashion label) not to participate in Social Media.
This shocked me for many reasons. Firstly, the label's ready-to-wear line appeals to the exact demographic current engaged in social media. Secondly, there's more to Social Media then creating a group and trying to talk to people.
Years ago H&M did some really fun work with well known designers. Some of you might have had the lucky opportunity of buying a top designed by Stella McCarthy or jeans by Karl Lagerfeld at H&M's super low prices.
If H&M had created a application on Facebook for these unique, one of a kind items they could have sold out even faster (I think a store in NYC sold out of stock within an hour) - granted, H&M had no issues moving their garments, but for those unable to get to the store they could have collected gear via a cool Facebook app. (*Think digital memorabilia.)
Your Social Media mantra should be, "Get creative and think outside the box".
Social Media is not just about creating a fanpage on Facebook.
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