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When it comes to Facebook, our reach for the same period was about 900,000. So our Facebook posts were seen by about 1/5th the number of people on Twitter, which could make one assume that Twitter is the better social platform. In reality, the answer is more complicated. Like many publishers, we share far less on Facebook than on Twitter. Increasing our share rate might increase our overall reach. More important, however, is that one of our key hopes with social sharing is to drive traffic back to our site. According to Twitter’s stats, those 4.4 million impressions generated 7,300 clicks to our content. But Facebook, with far less impressions, generated 10 times that number of clicks to our content, about 70,000 over the past month.

These days, influencer marketing has been so constrained that there may be no value there for your customer or brand. SEO expert and Moz founder Rand Fishkin noted this last year in a tweet, when he observed that influencer marketing used to mean a brand would "discover all the sources that influence your audience and do marketing (of all kinds) in those places.”

"It's not that hard to know these days who are the folks likely to be influential in this conversation," Matthews said. "You know what the top 10 issues that you might face are, and you know who is likely to be the most influential when those stories break, the people who might take your side or be opposed. ... Ask yourself how do you engage them. What is the content you can bring to bear that articulates your position rather than letting the public run wild. You can never control the conversation, but you can make sure your side is heard."

"It really helps you find your skeletons in the closet," he said. "You have to have a mindset that you are grateful your customers are telling you what you are doing wrong, and you have the opportunity a chance to fix it.

3. Create and use personas

4. Write content with your audience in mind

10. Outline the KPIs that are important for your business or client and report on them

products with answers from official brand reps get 100% more questions than others – suggesting that, upon seeing that the brand is engaged, shoppers are more likely to ask questions (when they may’ve otherwise left the site to look elsewhere).

After a consumer answers a question or submits a review, never leave them at a dead end; once someone contributes, they’re more likely to contribute again. Take them to a thank you page that includes a few more related, unanswered questions.

To start, each user will have the ability to add 10 deals from a variety of Collections -- groupings of offers themed around Mother's Day or spring, for example -- or to search different categories. Deals are typically valid for one month and can be used four times per transaction, as well as multiple times throughout the month. The deals are also stackable with manufacturer's coupons or other offers.