Using Twitter And Social Media To Build Your Brand

The experts speak

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[ Social Media]

Social media is becoming increasingly important to retailers and brands. With the meteoritic rise of Twitter, finding the right approach to successfully engaging an audience is key.

Coverage of the Shop.org 2009 Annual Summit conference continues at WebProNews Videos.  Stay with WebProNews for more notes and videos from the event this week.

In the session "Twitter and Social Media All-Stars" the panel of experts discussed the best ways to leverage Twitter.

Kevin Ranford, Director, Web Marketing, 1-800-Flowers.com
Kevin Ranford
Director, Web Marketing

Denise Zimmerman, President & CSO, NetPlus Marketing, offered some guiding principles for using Twitter. Plan with a purpose in mind by engaging and adding value to conversations. Monitor feedback and expect the unexpected. Every business needs to determine their own guidelines and determine what works best.

Tracy Benson, Sr. Director, Best Buy Interactive Marketing & Emerging Media, said social media is not organized. Best Buy looks at goals and then involves other parts of the company.

Kevin Ranford, Director, Web Marketing, 1-800-Flowers.com, said when getting started in planning for social media marketing to figure out what customers want.

Alison Jeske, Senior Director, Product Management, Drugstore.com
Alison Jeske
Senior Director,
Product Management

Alison Jeske, Senior Director, Product Management, Drugstore.com, said they start small but must involve all channels of business. Manage your campaign and learn how you can expand it.

When defining a purpose, Ranford said they mainly listened to their customers and let them define it. The key is to listen and apply. 1-800-Flowers.com is now on Facebook and customers can order directly from there, which will help with the holiday season. He said by responding to customers via social media helped to tie their efforts together.

Benson said one of the lessons learned using social media is you "have to realize you can’t control the conversation, you can only host it." This sometimes means taking a step back and not overdoing it. Be ready to respond to a crisis and know when to ask for help.

WebProNews Reporter/Anchor Abby Johnson contributed to this report.

Using Twitter And Social Media To Build Your Brand
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    Great advice, being the marketer and you can’t impose too much unless it is asked from you for advice.

  • http://www.jabcellular.com Alex

    Great advice! JAB Cellular (http://www.jabcellular.com) uses social media for brand awareness.

    Nice article!

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    Thanks for the information. I look forward to seeing more information on this

  • http://www.gallagherwebsitedesign.com Business Web Design

    What was their advice for leveraging Twitter? I’ve so many article on how Twitter and other social media players are great for building brand and driving traffic but I rarely see any of these articles actually list out exactly what they are doing that is enabling them to leverage the social media sites. I’m beginning to wonder if they are really getting any benefit from the social media sites and if they really actually know what they are doing. Mike, maybe you might be able to elaborate on the specific things these experts went over. Thanks!

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    it’s very useful information..i will take this information benefit as soon as….

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