By Susan Rush, SmartBlogs.com
When it comes to social media, Zappos.com just gets it. Social media is not just a business strategy, it should be part of the culture, said Zappos’ Thomas Knoll during the “Social Media in Action: Philosophies, Strategies and Tactics That Consistently Win” panel discussion at the International Consumer Electronics Show on Friday.
Knoll said too much emphasis is often put on the “media” part of social media, adding that he is “a much bigger fan of the social part.” The goal of social media is to connect and build relationships with customers.
Fellow panelist Warren Whitlock of Xeno Press agreed. “If your customer is talking, listen to them — ‘listen and love,’” he said, adding he didn’t want to get “too kumbaya,” but that is what needs to be done. “Metrics to measure are good, but the most important part is engaging customers. You can’t make something viral, you have to make something good.”
Companies can get overwhelmed trying to decide which social media platform is right for them, but according to the panelists, the best strategy is to go where your customers are. Christopher Rauschnot, partner at CodyCom, said that the connection with the people are more important than which technology you use. He also encouraged companies to do internal testing of new technologies to make sure they are right for the business.
To read more, visit: Culture is king, says Zappos community manager