Myths and Realities of Omnichannel Retailing

The most effective social media strategy may appear creative and improvised, but is actually well-planned and orchestrated. Social media "listening" requires tools to capture, analyze and understand social media activity (and not just relying on interns to monitor a few social media sites). More and more retailers are extending overall business and brand strategy to include social media capabilities that will enable them to better manage, predict and appropriately engage with consumers. These investments are rarely an overnight success; however, the brands that are doing it right are beginning to see great returns.