The key bits, from Retail Touchpoints (read the whole thing here):
"For those retailers, just starting down the social networking
path, industry experts recommend the following key strategies for
social media:
- Get Personal: Zappos CEO Tony Hsieh
handles the company’s Twitter account, putting a friendly face behind
a big company. Hseih also follows people back for that extra special
personal touch. - Let Customers Know What’s Happening: One of
the main foundations of social networks is the real time updates and
information sharing. Let customers know about store openings, in-store
events, promotions, etc. - Ask Questions: Apparel retailer Mandee
posts questions on Facebook through the status feature, which provides
rich, real-time customer intelligence on preferred styles and colors to
assist in merchandising decisions, as well as understand customers on a
more personal level. - Be Engaged and Participate: Retailers need
to monitor feedback by listening to what consumers are saying about the
brand and respond accordingly. - Be Relevant: Post information
not only relevant to your brand, but to people who shop in your stores.
Whole Foods posts recipes for organic dishes on their Twitter site.
People want useful information that can help them make informed
decisions."