INTERVIEW WITH HEAD BLOGGER: MALKIEL
JJ: Can you explain a little bit about what HappySocks is?
M: It started with the idea of two friends, Mikael Söderlindh –our CEO-
and Viktor Tell – our Creative Director- who wanted, in spring 2008, to
start doing something different and fun. The name and concept of Happy
Socks came up quickly and after only a few weeks they were on a plane to
Turkey to start production of their first samples!
JJ: Do you think there is an advantage of having one person in the company in charge of all social media platforms?
M: I am writing the blog, but another person centralizes all the
rest of the social medias. We sit in front of each other so in a way its
“one person” and yes it is super important to have a limited amount of
people working on this as the “tone-of-voice” needs to be absolutely the
same throughout all our channels in order to keep the image of Happy
Socks intact and true to our core values!
JJ: Which social platforms are you on and is there one that brings more traffic?
M: We have our own blog (wordpress) and we are on Facebook & Twitter.
Definitely Facebook is bringing the most traffic
JJ: What kind of content gets the most likes on your Facebook page
M: New releases, colabs, but also posts about us! About the team, about Sweden lifestyle etc...
JJ: As Happy Socks is a rapidly growing international company, how do you compensate for this in your social media tactics?
M: We write predominantly in English, we are trying local pages at the
moment and most importantly we have people in every single territory
that we are sold in, their marketing and PR teams help us to be LOCAL!
JJ: How does Sweden view/use social media verses some of your other clients like the US or Japan?
M: Sweden uses social media A LOT. Instagram is very big right now
here for example! But of course US and Japan are the biggest!
JJ: Who came up with the artistic format for the blog?
M: The disposable photos were my idea. We are trying to keep this blog
very artisanal, not too sophisticated or fancy at all. We still have to
gear up for content though and be way more active than we already are!
We try to focus on more personal stuff about the crew rather than
selling selling selling...
JJ: What are your
strategies for getting customers active on your platforms? Many
companies say that comments, retweets, and likes can be some of the best
M: That's true! We just try to create interesting content that
outreaches to a majority so people feel like they want to interact not
just that we are trying to sell them something. We want to stay human
while making the best out of social medias opportunities.
Do you have any advice for someone starting a business in Sweden or
planning to incorporate social media into their marketing plan?
M: Be the most curious you can be to create fun, interesting and
creative content. Never forget that you can be “unfriended” in less than
a second, so make sure to remain fun and attractive in your content.
Nothing is more annoying than a message only trying to sell you
JJ: Can you give examples of how companies can be curious?
M: Curious really refers to keep ourselves informed! Need to be reading
everything there is : newspapers, blogs, websites. Also need to listen
to our customers and business partners, see what they have to say but
also how they live, what their customs are, so we can adapt to different
markets. Travel is also an absolute necessity and KEY to be and remain