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Table of Contents

Lead Story

Insiders' views on new developments, challenges, opportunities in payments


Industry Update

Google adds to wallet

Rethinking mobile security

Work ahead for NFC payments

Selling Prepaid

Prepaid in brief

'Cash reload' scams draw FTC's attention

Action-triggered incentives boost rewards


The Sales Professional Bill of Rights: The new standard for compensation, benefits and support

Robert O. Carr
Heartland Payment Systems Inc.


Street SmartsSM:
MLSs forging right ahead in social media

Dale S. Laszig
Castles Technology Co. Ltd.

Online sales tax: Gain new income from the MFA

Adam Atlas
Attorney at Law

Contactless payments: NFC and QR

Michael Gavin
Merchant Warehouse

Technology integration revolution at the POS

Rick Berry
ABC Mobile Pay

Company Profile

U.S. Merchant Systems LLC

New Products

Take your SMBs online

Instant eCommerce


Choose partners with care


Readers Speak

Resource Guide


A Bigger Thing

The Green Sheet Online Edition

June 10, 2013  •  Issue 13:06:01

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Street SmartsSM

MLSs forging right ahead in social media

By Dale S. Laszig

It should come as no surprise that ISOs and merchant level salespeople (MLSs) are adept at social media. After all, electronic technology has always been the centerpiece of our business.

Let's not forget that we MLSs were among the first to enter the apps race. We were adding gift, loyalty, bill-pay and a slew of other value-added programs to credit card terminals before anyone even heard of an Ethernet cable. Is it fair to say that social media is just one example of how MLSs are driving early adoption of emerging technologies in the merchant community? Based on a recent discussion in GS Online's MLS Forum, I believe the answer is yes. I also found multiple examples to support this view.

This article contains a sampling of how MLSs are leveraging social technology to deepen their relationships with merchants while also helping merchants engage with their customers.

Build retention

CLEARENT wrote, "Where I see social media helping though is in merchant retention. By encouraging your merchant base to friend the site, you can provide them with valuable information as well as stay in contact with them. This alone improves retention - as they have a 'link' (in a fashion) to their partner."

Establish an Internet presence

MBRUNO sees social media as a way to stake out a territory and position his brand as a trusted resource in the merchant community. He made the following points:

Focus on relationships

TMIGROUP sees social media as a useful tool for building deeper and more meaningful relationships with his merchant customers.

He wrote, "[T]he importance of connecting with your community and as many potential customers and clients possible cannot be overstated.

The way in which you establish these relationships can be done in so many ways, which is what makes businesses unique and the brand or service experience special to the customers.

"Without needing to be said, a business that is attempting to reach customers' needs to get directly involved within the community for its efforts to be as effective as possible."

Foster community

One effective way to build and maintain multiple merchant relationships is by developing an online community. TMIGROUP wrote, "[T]here is also another great avenue that companies can utilize to engage their clients in an interesting, interactive, informative and entertaining way.

"Ironically, this technique is what I'm using right now as I write this blog." (For details, see

Build brand awareness

As merchants become more active in online communities and discussion threads, inevitably they begin to ask how they can improve their own brand positioning in the virtual community.

TMIGROUP wrote, "A general question concerning all businesses is, 'How can I increase brand awareness?' The main reasons businesses want to increase brand awareness are to gain new customers, keep loyal customers, and enable customers to have confidence in what they are buying.

"It doesn't matter if it's a two-person boutique or a 1,000-employee corporation, building brand awareness is one of the most valuable marketing strategies. So how do companies get their brand out to the public?

"Brand awareness can be developed in many ways. Some of the most effective and common tools to power brand awareness are portable signage, organic search engine visibility - like Google, Yahoo, or Bing - and the newest social media - Facebook, Twitter, Instagram, etc.

"All of these techniques have led to great results in obtaining clients and reaching out to the community, state, nation and world."

Strengthen professional credibility

It's a good idea to maintain a professional tone in your postings on Facebook, LinkedIn and other social networks. You don't have to be serious all the time. You can be playful while keeping a professional tone and demeanor.

BILLPIRTLE wrote, "One suggestion I have for people using social media is to decide how personal you choose to get. One agent I know of has ranted on Facebook in favor of political agendas that his customers would object to. He reported that he did not have his clients as friends on Facebook.

"I tend to allow anyone to connect with me on Facebook and LinkedIn because of my products and realize that I cannot rant on political topics as they are likely to turn off up to half of my potential clients.

"Having no social media presence can be bad for your business, but being careless about the messages you send out can really damage your brand.

"[My g]ood friend Social Media Guru Michael Angelo Caruso has one simple rule for Facebook: Keep social posts to business posts at about a 10-1 ratio to avoid turning off prospects.

"If you just try to sell, you will lose people right and left. Give information when you can and even send funny non-offensive pics along. If you are a walking commercial on Facebook, it is like someone trying to sign up his friends at a barbecue."

Go above and beyond the POS

While social media is impacting our world in myriad ways, it's clear that MLSs are modeling how to use these technologies to gain customer loyalty in ways that go far beyond the POS.

Dale Laszig is a writer and payments industry executive specializing in business development and sales performance improvement. She manages channel sales at Castles Technology and sales effectiveness programs through IMPAX Corp. and C3ET Credit Card Consortia for Education & Training Inc. She can be reached at 973-930-0331 or

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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