Retention – Social media will help you retain customers. Concentrate on your existing customers – and they’ll spread the word for you.
Engage – give your customers a reason to come back even when they’re not buying.
Satisfaction – these days, customers CAN get satisfaction: if not from you, than from your competitors.
Policy – set guidelines for your community
Evolution – customer behavior has evolved. Have you?
Community – we don’t care about you anymore. We care what people like us think. Let us connect with other customers.
Transparency – the days of corporate speak and the royal “we” are gone. Talk to us like we’re all humans. That’s respect.
Caution! Social media is not a marketing strategy!
Un-muzzle – the key is to keep employees directed, not muzzled
Socialize – that’s what social media is really all about – people talking to people.
Training – educate and train your employees so they understand the policies. Trust them to do the right thing.
Openness – don’t lie, you’ll be found out.
Moderate – create a policy for what you will tolerate in comments on your website and in your social media outlets.
Enterprise-wide – social media is a way of thinking about relationships, not just a marketing campaign
Remember – this is not an experiment. It’s for all the marbles..
Strategy – social media requires strategy before tactics. You can’t be everything to everyone, and you don’t need to be.