4 Ways to Create A Successful Online Presence Effective Social Media

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I recently had the honor of presenting a case study to the executive management team from Wegmans. For those not familiar, Wegmans is the pinnacle of grocery shopping, having created a shopping experience unlike any other.

People leaving the Rochester area actually include Wegmans as a must-have when deciding where to move.

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The case study presented include some of the online technology solutions and social media guidelines I created for Auction Direct USA. Regardless of the market segment, basic underlying tenets can be applied to creating and managing a successful online campaign.

Create A Unique Online Experience

Does the design stand out above your competitors?
Is your website memorable?
Are key items easily called out and identifiable?
Can visitors provide instant feedback?
Are you leveraging social channels and tools to extend your online reach?

Create a Continuous Improvement Process

Are you actually listening to your visitors feedback and comments?
Are you gaining real-time feedback with questions and polls via blogs and micr-blogging platforms?
Who will manage customer feedback; is there an escalation process?
Is the feedback directed to the appropriate contacts and departments?
Is your online brand being managed (ie: Brand mentions, keywords and competitors?)

Create Metrics to Measure Performance & Ensure Growth

Have you implemented a management process to measure past performance, marketing results and benchmarks for your segment?
Are you measuring traffic performance with items such as visitor locations, exit/entry locations and bounce rates?
Are you monitoring analytics to ensure efficient web activity? (ie: Key sections, effective ad channels, conversions)

Create a Social Media Presence with Specific Objectives

Activities on the major networks are a must: Facebook, Flickr, Twitter & YouTube
Communicate the overall plans with your internal staff; be sure everyone is on the same page
Keep the message congruent between online & offline channels – consistency is so important
Emphasize your visitors – not you or your company; create authority, build confidence and earn their trust
Develop specific objectives and measure them. (ie: New sign-ups, leads, appointments, revenue, etc.)

What has helped improve your online presence?