It clear that effective marketing efforts must include social media platforms to reach and engage customers. After reading the posted article, How to master social media or retail and win more customers, follow the link to read the article:How to Master Social Media for Retail to Win More Customers | Sprout Social.

Consider the author's first recommendation: Adopt an omnichannel approach.

Consider one of your favorite retailers and analyze how effectively the company you chose utilizes the steps outlined in the article. Here are a few ideas:

Macy'shas a link on the home page for The Trevor Project, that allows for donations for the education and prevention of LGBTQ youth suicide.

Amazonhas free Digital Education Resources for parents teaching at home. Amazon also announced a Pride category for LGBTQ clothing, accessories, music and much more in conjunction with Pride month.

In 2017 Nordstrom'sfall campaign featured the Chicago Multicultural Dance Center Hiplet ballerinas. The entire campaign featured print, store web site, and social media posts about "stylish and exceptional people" changing stereotypes. Except for the toe shoes, these dancers are wearing clothing available at Nordstrom.

Select one retailer/company. You may choose a brandlike Nike or Apple because physical retail is still a major component of the product distribution strategy.

1. Describe the omnichannel approach (how many social media platforms used, how many followers) the retailer is using.
2. Does the social media presence align/coincide with other marketing campaigns?
3. Does the company encourage feedback (reviews, social media posts, a like or favorite button on the web site for customers to pick - even if they don't buy the product or what is your full point of view)?
4. Does the company allow digital customer service? Is there a help feature on the web site or a chat window on social media?

Be creative but don't become overwhelmed. If you choose Macy's because you like Michael Kors, you will have to check out the Michael Kors social media platforms apart from the Macy's social media platforms. Similarly, if you choose Target because you like Dove beauty products, you will have to check out Dove/Unilever's social media presence to understand the sense of community and contentedness associated with the product.