The menswear retailer has created a channel on YouTube. Video content includes information, education, and entertainment, shown in interviews, customer videos, and photos.

Outline a story for the menswear retailer to video and upload to YouTube. The story should be a solution to a problem. Show the customer a familiar problem and how a product or idea can solve it.

Capstone 8: LinkedIn Headline

To help establish the manager as an expert in menswear, he needs to set up a LinkedIn profile page at http://www.linkedin.com/. On LinkedIn, directly underneath the person's name is a short headline of four or five words. More than anything else in the profile, these words are how people find and define someone. Who is he? What is his business/industry?Is he seeking to connect mainly with others in his business field and industry? Then a simple, explanatory headline like "Manager at menswear retailer" is best. Is he seeking to branch out into other areas? "Leader of Fashion Retailing" quickly alerts others to the value he would bring to an organization.

In four or five words, LinkedIn headline for the menswear manager.

Capstone 9: Tweet

"Demonstrate your expertise with Twitter" is 101 characters. Twitter allows 280 characters. The manager can demonstrate his expertise on Twitter by making relevant insights and links to articles in the menswear field. (Businesspeople build a base by engaging with other Twitter users through following them, retweeting their messages, and making insightful comments about their posts.)

Search for menswear industry or retailer on Twitter at http://twitter.com/search. (Note: You do not need to join Twitter, tweet, or reply for this assignment.)

Identify your search term.

Choose a Tweet and copy it.

insightful comment for the menswear manager (140-280 characters) for the Tweet.

Capstone 10: Respond to Review

"Review" is a highly-searched topic on the Web. Most businesses, just like many consumers, review products and services before buying. The menswear manager sees the following review about a product from his store on Yelp.

"I bought two pairs of pants and on both pairs, just below the right pocket; the seam was undone about an inch. Not great quality when you have to repair two brand new pairs of pants."

How should the menswear manager respond? A reponse to this negative review. When customers take the time to leave a review, you should make the effort to reciprocate the appreciation. It can be easy to grease the squeaky wheels, but good maintenance goes a long way if you keep all wheels well-greased, you shouldn't have the problem in the first place.

Responding to positive reviews can be a great way to incentivize more of them. People love positive recognition, and showering them with recognition is a great way to turn happy customers into advocates for your business.