John Simonson, president of Webstream Dynamics and Five-Star Store Reviews, and Sandy Montero, owner of My Beautiful Floor, a consumer-oriented, information website, discuss developing a retail digital marketing plan and the role that social media should play in that plan. Also discussed is the need for product photography on retail websites and how to procure it, the commitment needed to successfully maintaining an effective social media presence, and the do’s and don’ts of selecting an outside firm to maintain social media presence.