Retail Therapy: Face to Facebook

Q: What social network has had the biggest effect on your business? “Having a strong social media presence on Facebook and Instagram is important for our branding strategy as a whole. Our main purpose on social media is to support our local community—sharing customers’ nonprofit events and local goings-on—as well as sharing unique photos of our products that establish us as the go-to jewelry store in [the region]. We generate five to seven weekly posts that range from in-store products to jewelry [education] and exciting things happening in Greenville. Millennials don’t just check out your website anymore. Most of them will check out your website, Facebook, Yelp reviews, and Instagram before deciding to visit your brick-and-mortar store.”  —Ashley Brown, marketing director, Hale’s Jewelers, Greenville, S.C.   “At this poi

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