5 Questions Retailers Must Tackle to Attract and Retain Customers

4. How do you stay connected and relevant with customers? A lot of companies view social media as a campaign, as something they need to go get. They think of social media as another piece of their marketing strategy. Contrast this with what most "beloved companies" (a term that I use to define businesses where an emotional and strong connection with employees and customers grows the business) do, which is to engage social media as a way to continue and advance a two-way, transparent dialog between themselves and customers.