Dive Summary:

• This year's NRF BIG show offered educational sessions to attendees illustrating the importance of accepting social media as a business vessel but also using it with more focused and practical purpose.
• 7 out of 10 CMO's felt they were unprepared to integrate social media such as Facebook into their marketing strategy but were guided by the examples of Walgreens and others to integrate new online and mobile technologies.
• One of the most-stressed issues with social media marketing is when complaints potentially go viral and companies need to rebound from the windfall retailers need to respond with sincerity and over all personable concern.

From the article:

"...Twitter and other emerging communications platforms with a more focused — and practical — purpose than before.

The sessions offered lessons-learned by the more adventurous and aggressive retail practitioners of social media-based communication..."