A common mistake that I see with companies today is their disregard for the importance of building and maintaining a brand. I watch as established brands give up all of the research and work they have done in the past and decide to try and re-make their brand based on a completely digital program.
This is not the way to enter the online marketplace, nor is this the way to grow sales. Remember that it is always more expensive to get a new customer than it is to retain one.
Here are a few tips:
Understand your brand before introducing it online
Maintain consistency across all mediums
Cater to your existing customers online
Open communication and get opinions from current and future customers
Social media marketing is a great way to get new customers, but it is also a very important tool in retaining your current customer base. Building that critical mass on a Facebook fan page or to a Twitter account will come from the people who already know your brand!