As digital media continues to evolve, it’s important to remember that excellent customer service remains key for any successful brand. Listen, be helpful and be authentic are the new rules of engagement. And although many “experts” continue to base online marketing success on follower counts and likes, leading Social Marketing Specialist, Ted Rubin, sums up the new digital mindset with three simple words, “Connecting is king.” It’s not enough to simply have a Facebook page or share a picture on Instagram every now and then. Engagement is the new digital media must-have.

I like you. Do you like me?    
Social networks have become the go-to destination for shoppers’ wants, needs and questions. In a recent presentation at Social Media Week New York, Ogilvy PR asserted, “67% of Facebook users expect exclusive offers for ‘liking’ brands.” With Facebook about to reach a billion users—and half a billion mobile users—expectations are at an all-time high as consumers look beyond gimmicks. Providing value is fundamental to community growth, while engagement is crucial to sustaining the connection with the consumer. Engage your audience with a digital dialogue to generate consumer feedback. Respond to customer questions, concerns and feedback to build trust, increase engagement and help drive sales while improving overall customer satisfaction.

It’s not what you’re saying. It’s how you’re saying it.
The need to stream unique, branded content across multiple digital mediums has prompted many brands to pose as their own media company. Regularly publishing relevant articles, blog posts and videos helps keep consumers informed and engaged with your brand. In order to provide the most cohesive brand experience possible, content development should be deliberate and strategic. The tone used to craft content marketing should reflect your brand voice and help foster a two-way communication stream.

Curating content by sharing another brand’s Facebook post is a quick and smart way to engage with other brands and influencers, as well as the other brand’s Facebook audience. Sharing social content has a greater impact on brand marketing than most realize. Ask fans directly what they want. It’s one of the best methods of brand/consumer engagement available and will make the consumer feel they are a part of your brand.

Let’s see what you’ve got.
In order for a customer to authentically relate to a brand, they must be able engage with story the brand is telling. Video provides a rich, unique interaction platform and continues to gain traction as an online marketing tool. In Fall 2011, the share of non-desktop video views more than doubled across many devices. Mobile-optimized eCommerce videos enhance the brand experience by enabling viewers to shop directly from their iPhone or tablet while viewing.

Online video events are designed specifically to engage users and stimulate viewer feedback, including editor and blogger reviews. Fashion designers have piqued the interest of the everyday consumer by presenting real-time footage of Fashion Week runway shows. Through video technology, anyone can preview new collections and trends as the models are walking the catwalk, with some designers embedding exclusive promotions as an added benefit.

A committed relationship.
Digital media can have a powerful impact on brand growth by promoting awareness, providing a communication platform, driving retail sales and improving customer satisfaction. But much like any other relationship, it requires brands to be attentive, authentic and thoughtful.

Holly Krenek is a social strategist based in Austin, Texas. Connect with her on Twitter
or LinkedIn.

Photo by Gentle World.