Popular blogger Stephie Tan is the well-known creator of Fashion Nation and has been featured in countless publications for her edgy take on fashion trends. She shares how she uses social media to widen her reach and deepen her relationships with her readers.
By: Lianne Ong
How did you build up such a strong online presence for yourself?
I started blogging personally in 1997 on Angelfire, and have always kept a personal blog. I decided to start Fashion Nation as there wasn’t a local fashion blog at the time. Later, I received an invitation to Chictopia when it was still in its beta testing stages as I was in touch with Lulu, a high-profile fashion blogger in the States who was part of the founding Chictopia team. In 2009, I went on Twitter as I felt that it dealt more with words, a medium I am very familiar with as a writer. It resonated with me more than Facebook, which I have been using for more than two years. Stephie’s Shop was started on a whim, from readers who wrote me frequently to ask me to set up an online shop selling unique items, which I’ve always featured from my overseas trips. It started extremely small but grew virally to be extremely successful. In less than six months, I have 800 members on my mailing list and another 500 fans on Facebook.
Which social media tool gives you the widest reach?
Blogging. While Twitter helps to share what I do on a daily basis, blogging allows my personal voice to be heard. It has also been a tool I’ve used for more than a decade. I don’t know why Fashion Nation is so popular. I think the honesty of the site attracts many regular readers.
Did you use social media tools with the intention of using it as form of viral marketing?
I felt that these platforms help me connect with readers easily. I use it as an instinctive way of getting in touch with them. To put it simply, I use it as a tool for sharing my work.
Do you feel that these tools have deepened your relationships with your readers and customers?
I think it has helped me put across what I was trying to do and achieve with every project I am involved in. Be it for Stephie’s Shop, for the various articles I write on local and international publications or the ad-hoc speeches I am invited to make. It helps people to understand why I choose to work on certain projects and they see their end results.
Have you found that conducting “promotions” like Stephie’s Shop Lottery is helpful in increasing your readership or boosting sales for your online shop?
I started it as a way to give back to the community at Stephie’s Shop, such as my customers and uncommitted browsers there. Indirectly, I think it sends the message to people that I want to share and explore, as opposed to other online shops, which may be mainly profit-motivated.
Who is the most famous person you’ve Twittered with?
My favourite conversation on Twitter definitely was with Neil Gaiman, one of my favourite authors. We talked about his beekeeping hobby.
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