Anne Howe

Social Media Primarily Attracting Loyal Customers

February 9, 2010

FROM RETAILWIRE:
A new study confirms that consumers are increasingly connecting with their favorite online retailers through social media sites. But most of those "friending" or "following" online retailers are already loyal customers. Should social media tools be predominantly seen as a way to reinforce loyalty with existing customers?      [more...]

Consumer fan communities on Facebook are essential sources for brands to understand why consumers have loyalty, and to explore what's relevant today and going forward. They should be seen as the ultimate roots of the kind of involvement consumers are seeking with brands. To me, they represent the ultimate opportunity to listen, to interact and to respond appropriately in the broader marketplace.