There's no such this as a social media "campaign," according to Gary Vaynerchuk, cofounder of Veyner Media. One-off campaigns in social media are like "a one-night stand in a world where we're trying to be BeyoncÃ© and 'put a ring on it,'" he said recently. Vaynerchuk asserts that even individual campaigns should fit with an overarching social media strategy designed to build customer loyalty and engagement over time.He cited as an example the Old Spice videos featuring Isaiah Mustafa, which were a huge hit as far as generating buzz and going viral. However, he said, there are almost no direct replies to comments relating to the videos made by customers on the Old Spice Twitter page. This is a major missed opportunity to further develop customer relationships, he said.
Responding to the many customer comments, complaints, and suggestions on social networking sites and online communities can seems daunting--it requires staffing up to meet the demand, which comes at a price. Vaynerchuk's advice on how to scale customer service delivery to meet the demands of the social customer: "We're living through the humanization of business...going back to the old-time way of doing business. Stop spending money on dumb sh** and hire people to create relationships."