Behind the scenes with….

I get to catch up with one Topshop's most valued editors Karla Evans who tells us about her work behind the scene's…

Q:What is your role behind the scenes?

Karla Evans [Twitter.com]

A: My job title is Social Media Writer/Editor

Q:What does your job entail?

A:I'd write up the creative content across the website and other digital platforms. I'm also part of the editorial team where we all conjure up new ideas for features, blog posts and other social media networks. I can either be seen Tweeting, Instagraming backstage at events like London Fashion Week, interviewing our collaborators or writing out copies for emails.

Q:What is the best thing about your job?

A:I think it would have to be the constant changes of environment, i like a new scenery and change. Different projects is what excites me and is hat gets me excited and makes me happy about my job.

Q:How much effort and time does it take to run the different networking sites?

A:We are made up of a very big team, not just located here in the UK but in the New York headquarters too. It is a tough job, it's constant communicating with people back and forth in order to get the right thing published. I hardly ever work on the online website but mostly in charge of the Instagram and Blog. 
If we wanted to publish a look book post for example, it would have to go eight people before it was published online. Eight people who, write it, sub it, edit it, and design the perfect layout to appeal to our target market.

Q:Is your relationship with the customers less direct and more about engaging?

A:We like to engage more with our fan base, our focus is finding out what our target market wants to read and look at when they shop online or look for Look Book ideas. It's like being your handy pocket book right on your Smartphone or iPad, we are there at their every need to answer any questions on Twitter to creating the perfect look on Instagram to keeping up to date about us behind the scenes so you don't get to miss a thing on any of our exciting projects. 

Q:How do all the online platforms benefit the retailer?

A:Well, they are hold an important role for both Topshop and the customers. We like to know what our fan's are interested in seeing. If theres no contact or engagement with the customer, then i don't think our job is being done properly. We are interested in feedback so we can improve or update or networking sites.

Q:What are your views on the future of Topshop's social online platform?

A:So far I think we are doing very well via all our online networks. But i do believe there is always room for improvement. Our customer service is a key example, our aim is to always improve it, not everyone is happy with what they purchase or what they se, we have to be there to do what we can to help.