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Social Networking continued from page 90
If the store signs up for one or perhaps several accounts, they can build up relationships with all sorts of groups, both local and national. Suppose a retailer was to suddenly receive a surprise shipment of sought after teddy bears? The store could send a quick tweet to its local teddy fans, who would then hotfoot it to the shop. Everyone goes away happy. With Facebook, the store could start a fan page where they keep followers in touch with spe- cial offers. That way, the store can carry a relatively small ran- ge of standard products on its website, and guarantee to keep it well stocked, to service online customers’ needs. The social networks would
help the name and reputation of the shop to spread, particularly through such uses as tweeting followers in groups like Net- Mums or Steiff Collectibles. It could establish itself as the “go to” Facebook page for toy safety advice, or become the expert to search for, or the place to tweet with urgent toy related questions. With the fi nancial pressure on small retailers, any steps they can take toward more effective mar- keting are invaluable, and with social networks the cost of this marketing can be very low, with amazing results. This story was adapted from a report on Social-
NetworkingStatistics.com. ■
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INDEPENDENTRETAILER.COM for Industry News & Updates April 2011 91
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