Retailers' Use of Social Media

"We are using our blog, Twitter and Facebook for social networking for our business. We learned of its importance at Wedding MBA [a three-day convention produced by Will & Patti Hegarty] a year ago and immediately put all of these in place. We have a fan page for All About Weddings on Facebook, and I am gathering followers on my Twitter page, AllAboutWedding. It has really helped us dealing with our wedding--customer base, because they are of the age group that makes social networking a way of life. It's great that these tools are even free; though we do have plans in the next year to start trying some advertising on Facebook, since you're able to be very specific about your viewing audience."

Gayle O'Donnell, Owner

All About Weddings & Celebrations, Tukwila, WA

"We have a Facebook page, but are at the very beginning of knowing how to use it effectively. Special store events are posted, and now we will be posting special offers and new products. We've managed to get quite a few fans but are far from good at this yet."

Edith Frere, President, Landis Gifts & Stationery, Los Angeles, CA

"I'm trying to get my social media in gear, but alas, the written word (on fine stationery) is still my favorite."

Sue Valenti, Owner, The Paper Place, Nashville, TN

"We are on Facebook and like to use it to show new products, announce special sales, etc. We aren't doing anything with Twitter and probably won't (yet). Our favorite way to get info out to our customers is through e-blasts; however, I realize that Facebook may be coming on stronger than blasts. You have just given me pause for thought, and I'd better get back to work on our Facebook page!"

Beth Buchanan, Owner, Buchanan Ink, Nashville, TN

"At Salutations, I use Facebook, Twitter and Linkedin to promote the store. My main social--networking vehicle for communicating with mycustomers is through Facebook. We post announcements, events, new products and images of our work and products. I have it set up so that entries that I post to my WordPress blog automatically appear on the Facebook fan page as a new Note. I use Twitter, which has been very helpful in establishing and fostering relationships with my peers and vendors - less so for interaction with customers. Twitter is also set up to automatically pull in my blog posts and Facebook updates. I use Linkedin as a way to stay in touch with business contacts - it is also set up to automatically pull in my blog posts. By automating the blog--post distribution, I am able to instantly update Facebook, Twitter and Linkedin with one blog post - which really helps when it gets too busy to keep up with all of them!"

Holly Bretschneider, President/Chief Style Officer, Salutations, Charlotte, NC

"We are just starting to try the social media to get news out about the store. I sent a Facebook invitation to an event we held in November - a Stationery Trunk Show. We've been talking about sending something out through Facebook, but this is the first time we've actually done it. I think one of our staff also Twittered about it. We went to a seminar at the National Stationery Show in May on social media and all agree that we should be trying it. But, it's just one more thing with a learning curve. We upgraded our in--house Adobe software over the summer; started using Crane's PDS system; we're almost finished with a major overhaul of our website with much--expanded shopping cart; signed up for Constant Contact and have our customer e--mail list plugged into that ---- and that's about all we can manage. The brain is on overload. On to social media, but even some of these things that look so easy actually take quite awhile to master and navigate. But we did get one post out!"

Hannah Rodewald, Co--Owner, The Pleasure of Your Company, Lutherville, MD