This is the fourteenth in our series of key takeaways from some of the presentations and panel discussions offered at the Social Commerce Summit in May 2008.

Doug Floyd, Social Networking Manager at Jewelry Television shared how JTV created its social commerce strategy.

At first, JTV pictured social commerce as a series of one-way messages, which the company would broadcast to various domains. JTV’s successful social commerce strategy today manifests as a complex communications network, with information coming and going from a variety of sources. The company now embraces this level of exchange, and fosters it with a combination of flexibility and preparation.

1. Build to Scale

Manage the company’s concerns regarding UGC by setting expectations early. Create policies that clearly define the different types of content, as well as how the company should distribute it, and who owns it. Lay out how open you want to be, and ensure members of your organization understand the company’s comfort levels. Sustain long-term success with buy-in at multiple levels within the company and on-going, internal training.

2. Flexibility Fosters Relevancy

Leave a trail to let people know where else to find you — tell them where else they can interact. Revisit these avenues and establish where your community thrives. Once you find your community’s voice, listen, and stay flexible enough to keep in tune with your customer’s vision.

3. Provide Your Users Multiple Outlets

Keep in mind that some users may choose one domain over another, while others may use different domains for different purposes. For example, one of JTV’s “Top 10 Reviewers” have published over 297 reviews with a 99 percent recommendation rate and an average star-rating of five. When she wants to contribute constructive feedback, she tends to use JTV’s blog.

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