If you take a look at a survey from BDO Seidman, the usage is off-the-charts, going from 4% of retailers in 2007 to more than half this year.
And the favorite spot? It’s Facebook. In fact, the site had the second most visits on Black Friday (the #1 site was Google™).
To get more perspective on things, Advertising Age delved into the social media efforts of some of the largest retailers. Interesting takeaways include:
- Allow negative comments—and be responsive. Social media is a great way to foster conversation with customers.
- Build engagement with polls.
- Use some video (Best Buy® has footage of employees who tried out for the Twelpforce Carolers).
- Provide some limited-time offers and coupons (eBay® does an excellent job of this).
Tom Taulli is an expert on small business and is the author of several books, including The Complete M&A Handbook (Random House, Inc.). In addition to his writing, Taulli has appeared on high-profile television venues such as CNN, CNBC, and Bloomberg TV, and has been quoted in various print media sources such as The Wall Street Journal, USA Today, and The LA Times. Visit his blog at www.taulli.com.