Loyalty marketers are faced with many options and channels in which to spend their marketing budget, and finding the best way to engage ones target market is key. As social communications continue to proliferate the marketplace and reach millions of consumers daily, many loyalty marketers today believe that they need to jump on board. However, following the trend without a plan is unwise. Marketers need to understand their target audience and how they play in the social space. Establishing a social marketing plan,....