Social media has become the bedrock behind digital marketing and thus some maxims have been framed for the sound execution of the same. Before any posting on social media, due diligence must be paid. Social media may be a virtual field, but the people concerned are real. It is imperative to listen to what others especially customers have to say about our brand. Due interaction must be done with customers before adequate response. Also the right post must be made at the right social media platform. The option to follow people must only be selectively used up for the right personalities. The content to be delivered must be as good as possible. The social media marketer must be hands-on and deliver content as per correct timing. Also there is no need to go head on with aggression, rather a calmer approach suits all stakeholders concerned. Content delivered must be consistent across timelines and social media channels. Finally, it is important to listen to what influencers have to say as they can gauge substantial audience figures.

Digital marketing has a lot to do with connecting with the emotions of the target audience. Thus it becomes imperative to form strong bonds with emotional customers. As per business research conducted by CEB, there exist three kinds of emotional customers. Type 1 are those who are regular buyers of the brand irrespective of the price tag. Type 2 are those who need not be buyers, yet remain associated the brand by either joining loyalty programmes or participating in customer surveys. Finally type 3 are those who not only purchase the brand’s products but are also vocal about it and influence the buying behaviours of their friends and relatives.