Q. How do you measure your social media success?
The business is calculating whether its social media tactics are paying off by measuring engagement, participation in their online events, and tracking. New orders from Instagram and Facebook are the best way for Yarn Etc to reach customers far and wide with them not only helping local knitting enthusiasts, but also seeing them send their products as far as Surrey and Devon.
Q. What has been your social media highlight?
During the pandemic, Yarn Etc focused on how they could keep trading and therefore introduced click and collect, upgrading their website to include over 3,500 products and learning how to run their workshops on Zoom and help their customers on social media.
“We do our workshops on Zoom and we try to keep people upbeat through Instagram videos with free patterns and top tips,” Fiona says. And while this is not her ideal scenario, the monthly knit and natter sessions are still well attended.
Q. What would you most like to improve about your social media and what do you think your biggest challenges are?
The lockdowns have changed Yarn Etc a lot with them having to primarily move online which affects things like colour, the inability to touch and feel the product prior to purchase. It is difficult for avid crafters to know if it is the product is right for them.
The team at Yarn Etc now spend much of their time on social media helping people to keep going until they can welcome them back to their shop.