When life gives you lemons, make lululemon

We are a part of a generation that is divided between seeing technology as something you can live or can't live without. Through competition and creative processes we begin to move through technology too fast because there is always something new, something better and something faster out there. Although sometimes our obsession with technology can be seen as ridiculous, it is inevitable that technology will only continue to play a big role in our lives as time goes on. Unfortunately, resisting this change will only leave you trying to catch up in the end. 

As social media continues to grow, we are beginning to realize the huge influence it has on communication in the digital world. Especially looking at our generation, we are fueled by the creative processes happening online and we desire these new forms of interactions. 

Steven Johnson in "Bitmapping: An Introduction" compares interface as the translator between user and computer [machine], this “language” being interpreted is what we use every day on social media. Meaning, there is essentially a technology driven "language" that we have learned to understand. The computer works to connect people to these (but not limited to) social media outlets. Being able to apply this language to the online world and relate it back to a company is what ignites this expertise into a career path.

Let's take a look at lululemon athletica. With 498k followers on instagram, 582.7k followers on twitter, an inspirational pinterest AND a yoga, running and goal setting blog located on their website, this company knows how to implement social media. Throughout each social media outlet, there is a language that is understood by their customers that has created an online "lululemon" community. 

This retail company uses a language comprised of hashtags and uplifting, goal orientated "challenges" to keep followers engaged. Their most recent challenge #ifnothing, gives people the opportunity to share what they would do if nothing was stopping them. Followers are encouraged to upload photos and comment on blog posts, all of which include the "#ifnothing" saying. With an online language that is universally known, even with something as simple as a two worded hashtag, their social media platforms continuously promotes lululemon and everything they stand for. #thesweatlife

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Bitmapping: An Introduction 

Let's Communicate

How we communicate online has become diversely unique compared to the daily interactions we engage in offline. No longer is the primary source of communication done face to face, but rather a computer screen is what keeps us all connected. There is an aspect to communicating online that can be very restricting. Whether by character limits on twitter, templates on blogger or photo filters on instagram, how we create interpersonal relationships has completely changed. 

By taking on this role of the "blogger", you are contributing to a new era of communication. When you become the blogger, you get to choose what information you want to share with your readers. You are able to discover similar experiences and interests throughout this type of forum. In the fashion industry, when you become the blogger for a company, you are digitally connecting a brand to an audience. 

In the fashion world as a buyer, you want to be able to interact with a company or brand that goes beyond shopping for their newest collection. The links on social media accounts for these fashion companies is the thing that binds the fashion industry together. 

Permalinks, for example, create conversations on these blogs by connecting similar topics together that audiences can engage in. In addition to this, regular upkeep of social media accounts is very important. The time stamps located on blogs is what keeps your audience coming back. 

Think of your audience, literally, as a "shopper", he/she is going to expect consistency. They will continue to check up on your company's blog every day just as they might do with the actual store. As a social media manager in the fashion industry, it is your job to make sure your customers remain loyal to the brand inside and outside of the store. 

#wearelegends 

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What We're Doing When We Blog 

Blogging 101

There is an online market full of job opportunities that is growing rapidly. What still is the duty of a PR or Advertising Manager, Social Media Management is growing into its own line of work. Ultimately their job is to further promote the brand online. In this space of hashtags on Twitter, Instagram photo filters and repins on Pinterest, a blog is the connecting platform that is bringing everything full circle. Personally, blogging in my mind did not go beyond personal use. I had this misconception that a "blog" was just a place where you could express your thoughts (no matter what they may be), and yet now we are seeing blogging as another task to uphold in the office. 

So what exactly do one of these blogs look like? Take BLDG 25 for example (DISCLAIMER: I DO NOT TAKE RESPONSIBILITY IF YOU BECOME CRAZILY OBSESSED WITH THIS BLOG). This Free People blog promotes their brand through social media while also combining different elements of lifestyle, love, food, DIY, music etc. that all equally represent the company. Each post can be shared on Facebook, Twitter, Pinterest, Google+ with the click of a button. 

A blog is a way to connect the brand with its customers- as a true Free People fanatic I want to know what they think about style, food, beauty and decor. "A weblog has the ability to transform both writers and readers from "audience" to "public" and from "consumer" to "creator."" Don't mistake blogging solely for personal use, because this growing platform could be the path that leads to your future career. Don't believe me? 
#yourloss 

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weblogs: a history and perspective