James Metcalfe
One of the biggest mistakes that retailers make in their marketing efforts is to outsource their social media management to an outside firm. This appeals to retailers because of an outside firm’s ability to engage with customers and build the retailer’s following online. Furthermore, this allows an outside firm to develop an end-to-end strategy to funnel engagement to the retailer.
However, such an approach can come with tremendous risk because in engaging customers the outside firm may inadvertently say or do something that puts the retailer’s reputation at risk. In today’s sound bite world, a brand can easily come under fire if a post or tweet is construed differently than how it was intended.
Contributor: Carlos Castelán from the navio group
