“New Community Rules” Is An Introduction to Social Media Marketing
An increasing number of online retailers are recognizing that it is possible to earn more money and have happier customers simply by engaging those customers in authentic and personal ways.
When an industry is in its infancy (such as ecommerce was just a few years ago) it is possible to be crass and still be successful thanks to the novelty of the industry or the novelty of technology behind the industry.
As an example, a few years ago I consulted with an electronic component retailer whose site offered no customer service options, discouraged returns, and was originally designed by the owner’s niece who chose a pastel color palette and one of the least effective shopping carts I’d seen.
When I was negotiating my contract, the site…
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