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www.IndependentRetailer.com COVER STORY Social Media
For Retailers continued from page 96
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consistency. If you own a smart- phone, let it become your Twitter tool. Download a popular Twitter app, like TweetDeck, and manage your account on the go. 7) Evaluate Your Gains.
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Before you dedicate any more precious time and resources to embellish your Twitter presence, carefully evaluate how well, or how poorly, your current strategy is working. Use Google Analytics to monitor inbound web traffi c from Twitter, and keep tabs on how many customers use Twitter- exclusive promotions. At the end of the day, understanding your ROI from the time you spend on Twitter is every bit as important
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as your Twitter presence itself. In the coming years, customer
NOVELTIES Order online at
Tote Bags
network optimization will become as important as search engine optimization has in the past 10. Looking back at the beginning of SEO, there were rudimentary technologies, no best practices and very few experts, yet today more than $13 billion is spent annually on SEO services, and $26 billion spent on paid search advertising. Long-term success in customer network optimization will be found in a comprehensive approach to the entire funnel, from product consideration to purchase, and having a complete view of the infl uence value of a customer and their transactions. This requires a platform approach where companies can extend an integrated shopping experience into Facebook, other social net- works or promotional sites, and centrally manage this channel with others in your ecommerce system. Social promotions like badging, incentive programs, or private sales will need to be de- ployed in an intelligent manner, using all the critical customer and purchase history to truly optimize customer networks, and activate them around products and ser- vices within social networks. The preceding was adapted
from reports by Matt Compton, chief executive at ShopIgnit- er;
Investors.com; Advertising Age; and nationally published author, Michael Essany. The original stories can be accessed at
http://tinyurl.com/6hgm4j8; http: // t
inyurl.com/6hsat jv;
http://tinyurl.com/4q7qbg2; and
http://tinyurl.com/5rgrpae. ■
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