While many businesses are aware of the potential advantages in using social media, they often “do it wrong” since Gary Vaynerchuck, the man behind Wine Library TV – winelibrary.com’s online video portal. In this reprinted Tampa Tribune article, Vaynerchuck gives some solid advice for reaching customers: “Businesses worry too much about what they’re going to say instead of listening” and “Storytelling is the No. 1 thing businesses should do for themselves and their products.” A quick look at Wine Library TV verifies this – current videos feature Gary sampling and discussing wines with a vast comment section and various “follow me” links (Twitter, Tumblr, etc.) on the side. Vaynerchuck urges for simple but informative content, followed by a lengthy interaction with the viewers. Use these interactions to grab the customers on an emotional level, realizing a simple “@ reply” on Twitter is the basically the new form of customer service. This technique can be used by individuals and corporations alike.

Sam Hartman, Feb. 8, 2010

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