This document provides an overview of how retailers can utilize social media as a framework. While online sales remain a small percentage of total sales, the influence of the internet on offline purchasing is clear. What happens online does not stay online. The document discusses listening to consumer generated media to understand attitudes and needs, and engaging through a company's website and third party tools. Best practices for customer service, product reviews, and crowd-sourcing are also presented.
23. Engaging
“With social media is it about a true authentic connection with an
audience…It's a way to engage people and it's an augment for your
product... Don't think of it as a substitute for traditional marketing…It's a
great amplification to what you are already doing.”
John Andrews, senior manager of emerging media for Wal-Mart