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There’s no doubt that social media have become an important part of today’s total marketing mix, not to mention the daily lives of more than half the adults living on the planet. For this reason, it’s no surprise that social loyalty has been declared “The Answer” for loyalty program managers trying to boost sales for everything from high-end travel packages to soft drinks. The fact is, there’s often a lot of pressure from upper management to jump onto the social loyalty bandwagon. Before doing so, however, it’s important to ask: If social loyalty is The Answer, what is “The Question?”
This is really just another way of stating the basic business principle that programs worth executing should have a clear rationale behind them. With this in mind, The Question becomes, Why social loyalty? Why do companies even need to think about it?