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www.IndependentRetailer.com MARKETING Social Site Success
SUCCESS ON Facebook, Twit- ter, YouTube and the many other emerging social sites is all about the approach. A study by IBM reveals that many companies are missing an opportunity to utilize social me- dia channels to drive sales growth, because of a misunderstanding of what consumers want out of those channels. A majority of con- sumers say the top reasons they interact with companies via social sites are to receive discounts and make purchases, yet companies rank these as the least likely rea- sons customers will follow them. Instead, businesses overestimate consumers’ desire to interact with them on a personal level. It is true
that social networking began as a personal communication tool, but the integration of business and branding have transformed these platforms and now demand a new code of conduct. While the publication of per-
sonal information online has led us all to partake in a little social stalking of friends and family members from time to time, the expectation of businesses sharing social space is different. As So- cialBeat columnist, Laura Horton, explains, “Every company has its own rules regarding social media marketing, but keep in mind that social networking is a person-to- person tool. Few people enjoy
hard-sell marketing ploys on social networking sites, and they certain- ly don’t want to feel as if they are being stalked by your company.” Below are a few simple rules to follow, in order to keep it personal, but in a professional manner. Be helpful, not pushy. Tweets,
statuses, and other moment by moment updates can keep you in the loop about what your custom- ers are doing, what they like, and what they are looking for. If they are nearby or you offer a product or service that fi ts their liking or their need, social sites are a great way to make an introduction; but that’s all, don’t make a pitch. It is
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