4 Social Media Retail Mistakes

Any retailer swimming in the social media waters the past few years has heard the word “engagement” a million times, and for good reason. Engagement is key in driving word-of-mouth endorsements. However, engagement and word-of-mouth are really a prelude to the ultimate goal of driving more sales.

The problem with most social engagement strategies is they don't actually increase sales. In fact, Forrester’s recent State of Retailing Online study (SORO) found that 62 percent of retailers’ social marketing return on investment is still unclear. As retailers look beyond engagement to ROI from their social strategies in 2012, here are four mistakes to avoid: