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about establishing a relationship. Be careful what you say. Noth-
ing will turn a customer off faster than if you indicate you know more about them than they would like. It’s true that people put un- necessary and sometimes too much information on social sites. However, when introducing your- self or performing a transaction, refrain from bringing up any and all information you have found. As Horton suggests, “Use what you’ve learned as background informa- tion,” and business intelligence to help in making a sale, or at least a connection. Be a thought leader. While you may think sharing news and
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MARKETING
Social Site Success continued from page 100
updates on your brand alone is all your customers want to know when interacting with you online, you are wrong. They are looking for you to prove your knowledge and experience in the industry, and expect you to be a thought leader on associated topics of your brand. Reach out when you see ac-
tive interest in your brand. You don’t want to be too pushy, but if customers are actively seeking in- formation on your brand, let them know you are there to help. While the customer’s inquiry might be about a general product, there’s no harm in letting them know how your product line can fulfi ll their needs, and by providing a quick link you can reel them in as a customer. Horton emphasizes, however, “social media is about interacting with others and ex- pressing ideas, not about making a sales pitch,” so tread lightly. Stay on top of social market-
ing best practices. As more people join social media sites and new features are added, the code of conduct is always evolving. Busi- nesses using social media in their marketing plan should stay cur- rent on best practices and trends. It’s important to have a strategy, and more important to keep this strategy updated with the DOs and DON’Ts of social marketing, especially when looking to earn customers’ trust and not creep them out. ■ This article was adapted from an
original piece on
SocialBeat.com. Visit
IndependentRetailer.com,
For Today’s Business News & Updates. 102 November 2011 INDEPENDENTRETAILER
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