DM News article on social media and customer loyalty

This is one of the more strategically intelligent articles I have found on social media.

In the article, Brad Vettese (EVP and managing director, Ipsh) identifies three strategic objectives that are reasonable for many social media campaigns. In this case the campaign was for Victoria's Secret Pink and the objectives were (1) "manage the brand's identity," (2) "communicate with loyal 'friends'", and (3) "strengthen the brand's relevance."

Joe Fullman (Senior analyst, Greater Than One) identifies a important characteristic of good social media campaigns -- "engages the right demographic with the right directly actionable message, and therefore represents best-in-class social marketing." He also points out that social media programs designed to engage customers are "most effective when consumers have something to gain from the engaging, whether it be free music, the latest deal or informaiton on the products they want."

Daina Middletown (SVP of Sunao, Moxie Interactive) identifies why people enter social networks -- "to foster relationships and find items of interest. They expect to have a voice and participate."

http://www.dmnews.com/Social-media-can-boost-customer-loyalty/article/126250/