I was recently asked by a reporter from Chain Store Age Magazine if I have any last minute tips for retailers looking to reach people using social media like Facebook and Twitter.  The article will appear in the November issue of the magazine (print and online), but here’s a sneak peak to my blog subscribers:

1. Paid Advertising: Facebook’s Pay-per-click ads have improved tremendously and have excellent targeting capabilities.  Twitter now offers sponsored tweets and an assortment of other paid advertising options.  If you have the budget, I’d “go big” starting November 1st-December 15th.
2. Contests: This is no different than what we “old” folks used to do back in the days when direct mail wasn’t a dying (marketing art) …you know, BEFORE email and Facebook. Publisher’s Clearing House comes to mind (of course), but there’s so many tools you can use to create fresh contests, give-aways and promotions.  Check out the Wildfire apps (Facebook) as a good starting off point. There’s also agencies that specialize in social media promotions.  Find them (or let my company help you find them!)
3. Polls: They are a great viral tool and Facebook’s new updates make them even more “catchy” since they show up in everyone’s newsfeed and that loved and hated “ticker” (on the top right of your screen). we love polls and incorporate them into our monthly, weekly or sometimes daily editorial calendars for clients’ newsfeeds.
4. …for my 4th tip, please read the forthcoming article in the November issue Chain Store Age Magazine
   

A: The same way you engage customers in a “brick-and-mortar” store:  Be friendly, Be genuine, listen to their questions and provide them with relevant answers or content, and make them feel special with discounts and other fun promotions.

Let me break that down a bit more:

1. “Be Friendly & genuine (create a voice)” = “like” your fans’ comments. Interact with them on your page.  Go to their pages and “like” their stuff too.  Reciprocity is the kingpin of friendships and your relationship with your buyers on social networks should be the same. For example, one of my clients is an Eye Surgeon who sells eye vitamins online.  We recently took back his Social Media campaigns from him (we set them up for him back in 2008) because he was complaining he wasn’t getting any results, but has heard great success stories from others.  When I looked at his pages, not only was it boring and all related to eye health, there was no personality to it.  Now, we are re-building his social “brand” around him — not just as a leading eye surgeon and owner of the  eye vitamins he’s created, but as a musician who plays in 3 bands, as a husband and father and as an avid Michigan state fan.  It’s building his following much better and when he’s ready for more selling, his audience will be more engaged.
2. “Listen” = My daddy always said, ‘to sell well, you not only need to be articulate, you need to listen more than you speak.” That couldn’t be more true on Social Networks.  People are their to talk to friends, play games, get some news, snoop, gossip and generally waste time at work.  But the fact is, people (especially women) are more inclined to buy products that a friend has recommended to her. This is true on social networks too. Which means, you need to spend time with your customers.  Ask them questions on your network. LISTEN to their answers. I see so many retailers (and individuals who are selling things) constantly promoting and not providing any real value in their FB or Twitter streams.  Not surprisingly, they are not converting their FB or Twitter fans into customers or leads.  They are simply annoying people with the constant chest-pounding and hard-selling.  That just doesn’t work anymore (and I’m one marketer who’s thankful for it).
3. “Be relevant” = Keep your social media manager informed of the latest news stories, topics, trends, and especially things relevant to your industry.  It’s OK to branch out from you industry too…there’s a lot going on in the world and if you truly want to create a voice for your brand (and what it represents), I strongly recommend you post (and comment) about current events.  This also builds your credibility to your audience.
4. “VIPs” = DO do specials that are special.  DON’T  do specials on Facebook and Twitter that you’ve posted elsewhere.  This is Direct Response 101, but here’s a few extra thoughts behind this:

• If you have something good enough, and word about this promotion spreads, you’ll be able to “force” people to “like” your Facebook page and get more fans before providing them with a coupon code…which translates into more fans you can potentially sell to on Facebook.
•  …or even better: build your lead list by making your “fans” sign up for your mailing list before revealing the coupon code! That means, you can email them even if/AFTER they leave you on Facebook!
• It helps you track what channels are bringing in your sales (again, DR marketing 101)