If you think "likes" equal loyalty. Think again. Social media can indeed help to build customer loyalty, but it takes much more than a few promotions that push "liking" a brand. It requires a personal, holistic approach that emphasizes service, responsiveness, and ongoing interaction.

While many marketers recognize the importance of social media on brand recognition and leveraging social channels to deliver marketing campaigns, many others still fail to see the big-picture benefits of deeply engaging in social. By communicating with customers on a one-to-one basis, rewarding them for their participation in social activites, and serving them in channels like Facebook, Twitter, or specialized communities, their loyalty to these brands will potentially soar.

In fact, last year Bain & Company reported that people who engage with brands via social media demonstrate a deeper emotional commitment to those brands and spend between 20 and 40 percent more than other customers.

Additionally, in January Loyalty 360 asked its members what programs in 2011 had the largest positive impact on their customer loyalty and retention efforts.  Social media ranked the highest (28 percent), over customer analytics, rewards programs, and employee engagement…