Retailers unsure of how to use Twitter and Facebook should take a leaf out of Ted Baker’s book, which is a star pupil when it comes to using social networks.

Retailers unsure of how to use Twitter and Facebook should take a leaf out of Ted Baker’s book, which is a star pupil when it comes to using social networks.

The fashion chain is a great example of a retailer that has really got to grips with how social media can help build a personality behind its brand.

This week it has been asking its fans to get creative in a competition as part of its Finishing School marketing campaign, which has been promoting its preppy, smart spring/summer range. In the typically quirky Ted Baker style it has urged it followers to do lines, in order to be top of Ted’s finishing school.

Each day Ted Baker has posted a phrase or new “assignment”. Its followers create a design around the phrase and post their creations as a picture on Ted Baker’s Facebook, Instagram or Twitter accounts.

The lines, which include ‘I never seek attention, I let it seek me’ and ‘I am the exception never the rule’, fit with the fun, quirky and cheeky brand image Ted Baker has created, drawing its fans in and generating hundreds of entries each day.

It is an impressive response as fans have taken the time make designs for the brand, while it will have helped draw in other fans that are interested in the designs. Many retailers would love that level of engagement and many can achieve it, but are often held back by fear of social networks and a lack of knowledge of the channel.

Social networking is still a scary and alien concept for many retailers, and the HMV fiasco earlier this year - when a member of staff started sending rogue tweets while she was being fired - is likely to have further compounded fears about the medium.

But the success of Ted Baker’s social networking presence shows it is a powerful tool in creating its brand and encouraging customer engagement.

But brands will need to ensure they start following Ted’s lead soon, or they might end falling behind and being put in detention.

Ted Baker Lines

One of the winning entries.