Jennifer VanGrove of Mashable, writing on American Express OPEN Forum, says many small- and medium-sized businesses are missing the social media marketing opportunity.
She also provides an example of one brand that’s not missing a SMM thing:
The Express retail chain has their chief marketing officer’s Twitter handle printed on all their bags, which works to reinforce that the company cares about person-to-person connections. Take that idea and apply it to your own business. For that extra touch, make stickers, punch cards or window decals that showcase your small business’s online personality and reinforce that you’re interested in conversations with your customers.
In the example above, I like how it’s not just the brand’s identity on Twitter, but the CMO’s. One of the benefits social media marketing provides is humanization of the brand, and @ExpressLisaG makes it clear that there’s a real person standing behind the company’s tweets. It might be a small detail, but it’s an important one, in my estimation.