Retailers have been using social media for years now, but there is always room for improvement.

Retailers have been using social media for years now, but there is always room for improvement.

Frank Dunsmuir, senior director of products at technology provider Avanade UK, says it is important to remember the web is populated by individuals.

He says: “The important thing to note is that the internet isn’t full of faceless people, it’s populated by interesting personalities, captivated communities and businesses of various sizes.”

He adds retailers need to use imagination when using social media. “Communicating with shoppers through the established social media channels as well as emerging networks will pay dividends to those who really know their audiences and can use social media in creative ways, with imagination, personality and a firm grasp of data and analytics.”

Stores can target groups of people in their local community, he adds.

The most important thing to remember is to create a strong brand experience with key customer groups.