The Monthly Retail Social Index Spotlight:

By Carolee Sherwood

Takeaways from this month’s RSJI spotlight include the following:

Facebook posts that feature products are tricky for brands. Since they resemble traditional advertising, it’s easy for them to spoil the fun. However, both Cheaper Than Dirt and Yankee Candle pull it off in a no-frills, out-in-the-open way, and both receive likes, shares and comments for their efforts. They’re likely successful because their fans are accustomed to being very chatty. Want to feature products in your social streams? Do it sparingly, and surround it with conversations that thrill fans.
DSW always has a giveaway going. Cheaper Than Dirt? Never. Promotions aren’t right for everyone. Whether it’s due to industry regulations or dissonance with brand experience, a thumbs-down to contests doesn’t have to be a blow to social engagement. Cheaper Than Dirt tops the charts without them. If you use promotions, however, make sure they adhere to set guidelines. Many brands are out of compliance!
Although Timeline places “posts by others” behind the brand page, don’t overlook fan posts as a way to boost community. DSW and Yankee Candle receive several fan posts an hour. DSW responds to each and every fan post, while Yankee Candle is silent (its fans use the space to interact with each other). Either way, keep a close eye on this to make sure it supports the kind of community you want to build.

Carolee Sherwood is the conversation manager at Media Logic, an integrated marketing services and social marketing solutions provider. Carolee can be reached at csherwood@mlinc.com.