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www.IndependentRetailer.com MARKETING Social Networking
SOCIAL NETWORKING, often seen simply as a way for friends to keep in touch, has been pounced upon by big corporations and institutions. These companies understand the value of being seen as, “your friendly motor manufacturer,” or something to that effect. A sector where this can be even more valuable is more independent retailing, including small mom and pop shops. Twitter, Facebook and others come to mind as easy ways for these small shops to make themselves known, espe- cially in their local areas. The ease with which a business can
set up an account with each of these networks makes it a very attractive proposition. Take for example, a toy store
run by a husband and wife in a small town. They sell traditio- nal wooden toys, educational toys and teddy bears, all from well known manufacturers. The store has a website, but the site doesn’t do much business because of inventory control problems. The couple doesn’t have many standard lines that they keep in large quantities, so if the store sells out of an item and someone tries to or- der online, they have to give a
refund to the online customer, because they can’t replenish quickly from the supplier. Even one or two out of stock items from a large order can give rise to a bad reputation, following customer feedback. This is where Twitter can help.
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