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topics, like “what did you do this weekend?”. The Twitter account could also benefit from richer engagement; using the channel for more than simply promoting discounts or marketing campaigns. The Facebook page in particular would benefit from a stronger brand element instead of simply using the standard Facebook fan page. To make the most out of these social media, it would be useful to make the links on the main website more prominent, at the moment they are tucked away at the bottom of the homepage.
Are there too many steps in Running Bare’s checkout?
Social media In terms of social media, Running Bare’s
Facebook and Twitter accounts are well managed, and both have a good subscriber base—1,385 Facebook fans, 1,249 Twitter followers. There’s a substantial amount of interaction on the Facebook page, encouraging fans to participate in the discussions. But I’d like to see even more focus on fitness activities instead of general
The Running Bare blog is a good example of the type of lifestyle messaging that I’d like to see more of on the main site; the content already exists, so it would be simple to display snippets of relevant blog
posts on product pages, for example. This would be one step towards turning the site more into a lifestyle destination, rather than just a shop to buy sports gear.
Richard Jackson is a founding director of Session Digital, a Magento ecommerce agency.
Richard Jackson
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