How to Set Sail on the Seas  of Social Media

By Debra Ellis

Dos and Don’ts for Successful Social  Media Participation

DO use feedback to improve your customer service and marketing campaigns. Comments from customers and prospects provide invaluable information.

DON’T respond negatively to people online. There are trolls out there who thrive on agitating people.

DO use all available tools to improve marketing effectiveness and efficiency. Scheduling informational posts and tweets in advance enables marketers to dedicate time for one-to-one interaction.

DON’T let outsiders who don’t understand your business or customers define your strategy. Testing is the only way to determine what works for your company.

DO measure everything, from time and resources invested to  revenue and goodwill return. Establish benchmarks before you start participating (if you don’t already have them) to see the  effects of your activities.

DON’T expect immediate results. Social media works like direct marketing — it takes time to build a community.

Social media is as easy to control as the ocean. Some days are so calm you wonder if the world has taken a day off. Others are filled with activity that sends customers and prospects clicking to your site. And some days bring hurricane-force winds that threaten the foundation of your business.

It's hard for cross-channel retailers used to managing every aspect of their marketing programs to adapt to the free-flowing social media world. There isn't any way to control it. Positive comments can yield negative results, all led by one disgruntled person. Negative posts can rally customers to your defense.

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How to Set Sail on the Seas of Social Media

How to Set Sail on the Seas  of Social Media