When used right, digital media can be harnessed to make a direct impact in the society Click To Tweet

It is not often that one catches five aspiring women in the same spot. Well, maybe it’s often, but what are the chances of finding them engaged in a fashion project to raise awareness and funds for charity?

These five #MotherlandMoguls are part of the ongoing Romperade Campaign, an online fashion charity event to raise funds for Living for the Needy Foundation. SLA contributor Emma Kwenu Smith caught up with the five who have successfully grown their brands online, to ask them quick questions about the impact of social media marketing on their businesses.

What’s the role of social media in charity organizations and specifically for your brand? How has social media given you exposure as a brand/charity foundation?

Caritas Aryee, Founder, Tatas and Friends Foundation.

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You would notice that, largely, Ghanaian charity foundations have always run on traditional media. It’s easier to hear a radio ad calling for donations for the Osu Children’s home etc. rather than a social media campaign for funds.

This is the exact reason why Tatas and Friends Foundation has been a game changer in the industry. We started with social media and still the story has not changed. It has been a huge boost for us, and we encourage others to do same. First off, our publicity is done via social media. It is easy to get Kenkey for the Needy, (which is our major fundraising project) trending on platforms such as twitter and IG.

Since we are a charity organization, we are unable to invest in traditional media for publicity. However, through social media, we receive access to grant interviews on TV and radio. In doing so, we have been profiled alongside other solid brands on platforms such as Starr Woman Project, TedX campus, Reach for Change and many others. And to think this publicity is free! We just had to capitalize.

The second bit of using social media is that we are able to reach out to people both locally and internationally to raise money. People we do not even know, reach out to us so that they can donate to the cause. It is amazing!

Social media is a powerful tool, it has shaped the Living for the Needy brand and has given us a lot of exposure.

How do influencers promote a brand and how rewarding is it to include them when building your brand online?

Jessica Naa Adjeley Konney, Fashion Blogger, Trends&Blendsgh.

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Influencers have become the new voices of brands —they are already largely recognized on social media for carving a niche. At this point, they have grown an audience that is interested in every content they churn out which is great for people who would like to patronize their services.

If you'd like to speed up the process of advertising a new brand, influencers are the way to go Click To Tweet

Being an influencer myself and having featured influencers as well, I can say that the exposure they give to a brand is immense.

Featuring an influencer takes many forms —you can have them use and review your products and put up posts on social media. They can also be included in events and can feature in huge campaigns so that it gains traction.

How do you know which digital audience to engage with for your brand and how do you decide which social media platform to use?

Constance Efua Mensah, Creative Director, EfuaStanzz Fashion.

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It starts with knowing the general audience target for my brand. We are more skewed towards women’s clothing but basically, all our marketing is geared towards the confident woman. In that light, it is important that we build an identity that resonates with our targeted audience.

Choosing one social media platform starts with knowing & understanding your audience Click To Tweet

Images are essential for my fashion brand —it helps clients (both potential and existing) know what my brand is capable of providing. After all, to be comfortable enough to purchase a dress, you need to see it and assess it from all angles. As such, I mostly use Instagram and Facebook as a means of communicating to my audience.

Facebook has a wider reach, meaning more people see our posts and it also allows for effective picture/video sharing. Instagram also has a beautiful and simple approach to marketing. Content, particularly on Instagram, is simply more shareable, easier to understand, and far more universal than other types of content. Also, it is full of people eager to connect with a brand on a more intimate and tangible level.

Does social media directly affect your client base?

Lamisi, MakeUp Artist, Lamisi Artistry.

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Truth is, I do get over 80% of my clients via social media. The rest is through word of mouth.

MUAs need social media, people need to see your work before trusting you with their faces Click To Tweet

I leverage heavily on Instagram particularly so that people see the images —it is an excellent platform for sharing all my works. However, the industry is very competitive, as such, it is important to make sure that your images are of good quality. Else, how will you stand out and win potential clients over?

For brands like Coca Cola, Vodafone etc. there may not be a very direct correlation between the sales you make and your social media investment. However, for us in the beauty industry, it’s very plain.

Social media dictates our potential client base and ultimately, it is where we get our clients Click To Tweet

The more posts on your social media pages, the better? Why?

Maud Mensah, CEO, WigClub

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That statement is indisputable. The more you post and engage your audience, the more visible you are. However, you do not want to share too much information that it suffocates them and drives them away, and you also don’t want to share so little that they become disinterested. It is important to find the right balance for your brand. As a rule of thumb, we at WigClub post often but at least twice in a day.

As they say, when it comes to social media, learn to flirt with the fine art of frequency Click To Tweet

But you see, even in every conversation, it’s not enough to just talk. It’s more important to listen. Likewise, it’s not enough to just post. It’s more important to also engage and listen to your audience. This way you will know if your posts are resonating well or if you need to change anything to make your brand well liked among your audience.

While this wraps it up, we will be glad to have additional input on using social media as a marketing tool. If you have some tips and insights, please share. What say you?

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