By Barry Hott
— J.Crew (@jcrew) December 9, 2011
For months, I would fruitlessly check J. Crew's Twitter for signs of life, while they continued to post on Facebook, Tumblr, and even began posting on Instagram. I eventually noticed that one full year had passed since J. Crew had last tweeted. As with whenever I'm sick of something, I took to Twitter to complain.
And then it happened, as if it were scripted.
My sarcasm-laden congratulations, and desperate plea for @JCrew's return, was seen by the brand itself:
I forgot to congratulate @jcrew on 1 year passing since their last tweet. Please start tweeting again. PLEASE.
— Barry Hott (@binghott) December 11, 2012
And J. Crew's first tweet in over a year was a RT of mine:
J. Crew's clever second tweet of the year:
Aaaaand we’re back.
— J.Crew (@jcrew) December 12, 2012
J. Crew's Next Steps in Social: I was thrilled that the brand magically relaunched its Twitter and that the first tweet engaged a fan, figuring that this was the beginning of a new social revolution for J. Crew. Unfortunately, its engagement has been poor across all social channels.
J. Crew still needs to make some big changes and upgrades to its social strategy.
The company does an excellent job of showcasing its brand on its social channels and occasionally chooses to engage with designers, magazines, and some influencers, but doesn't often respond to or engage with average users. Refraining from responding to or engaging with customers may be a useful tactic to establish prestige, but its ultimately hurts the brand by being unresponsive. A lack of brand responsiveness discourages users from mentioning and engaging with the brand, causing it to lose what would have been free word-of-mouth marketing from consumers.
By engaging with users more and using social media less as a digital megaphone, J. Crew could develop a more personable and likeable brand that users would be excited to engage with and promote.
J. Crew is an outstanding company that isn't afraid of innovation, which makes it surprising that they fall short on social media.
If you were managing J. Crew's social media, how would you engage your fans more? Let us know what you think in the comments!