The Marketing Corner: A Very ‘Social’ Season

By Adele Lassere
Adele Lassere
Adele Lassere
November 21, 2015 Updated: November 21, 2015

It’s finally here. The holidays are a month away. There is a flurry of commercials on air spewing messages, almost non-stop, about the latest deal offerings.

As a variety of marketing tactics are being deployed and the landscape becomes more crowded, small business owners would be well served to considered their social strategies.

Social media is another point of contact with consumers. It allows for extended engagement with the goal of moving your product up on the consideration set for purchase.

However, it is clear that many businesses struggle with social media. The focus tends to communicate another deal or other promotional offering. In other words, just treat it like a television commercial versus a two-way conversation. Like any other marketing tactic, social media requires a strategic plan and optimization when executed.

The holiday shopping season is in full swing! It is anticipated that social media will realize a proliferation of consumer’s buzz. It is an opening for small businesses to take the offensive and stand apart from the competition. Many major retailers will largely ignore social media messages from customers.

While it will requires resources to deliver timely responses, in the long run it could be well worth the time and energy. By deploying resources to respond to customers and answer their questions, this could contribute to higher brand preference.

Social media requires a strategic plan and optimization when executed.

As you check your list twice, remember that social media responses are no different if the customer call your business or send you an email. Sadly, consumers have been programmed to expect a delayed or no response from their social media posts.

Wouldn’t it be great to change that and enhance your brand’s perception? Sometimes the smallest action can deliver the best results. Remember this as you go through this Holiday period. After all, you can expect this to be a very social season.

Adele Lassere is a marketing/advertising consultant with 20+ years of experience, freelance writer and author of “Elements of Buying” (self-help advertising guide), available at Adele was listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: