Give us your take on social media marketing. How should retailers allocate resources when it comes to jumping in the social media world?
The world is becoming more social and connected daily and so must retailers. Go where your customers are. That’s not an opinion or a suggestion. It’s a fact: retailers ignore at their own peril. Nevertheless, it is not about setting up accounts and buying tools to connect with customers. Those are the means to an end. The end result is thrilling customers and having them share that experience.
The key is to make yourself remarkable so that people want to talk to you. This is truly about your brand and products, and not always directly correlated to immediate sales conversions. It’s more like dating to find a partner for life then scoring every night. Today, branding is so much more about what you do than what you say.
Shop.org interview with Brian Eisenberg