Use social media to strengthen loyalty

Use social media to strengthen loyalty

When I look at my social media feeds, I'm always struck by how many retailers treat it as just another marketing channel, to broadcast their latest promotions, products and the like.

Yet, the power of social media lies in its ability to connect and strengthen relationships — the "social" rather than the "media." Approached this way, it can strengthen loyalty and encourage customers to spread the word for the brand.

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