You’d be hard-pressed to find a retailer today that doesn’t have some semblance of a social media presence, but it’s no longer enough to just create an account and sporadically update it with information on promotions or photos of new products.

Today’s tech-savvy social shoppers expect brands and stores to engage them across all platforms with value-added posts and giveaways, encourage (and repurpose) user-generated content and respond to comments and queries. Rather than one-way communication, a social media strategy should be about opening up a two-lane dialog.

Read more at Sourcing Journal.

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