Social Engagement

Thanks to Facebook and Twitter, retailers are connecting with customers, building their brand, and boosting business. All you need is an Internet connection and an open mind.Facebook says it has more than 400 million “active” users, half of whom log on to the site on any given day. Twitter passed the 100-million-users mark this year. The social media buzz has grown deafening, and businesses are heeding the call.Many jewelry retailers, however, still haven’t jumped on the proverbial bandwagon. It’s perhaps not surprising, given that so much of the sales process is driven by the customer’s ability to see, feel, and experience the merchandise in person. (In fact, that’s why some retailers don’t offer an e-commerce component to their websites.) But when it comes to social media, jewelers who have tried it are hooked.While early sites like Friendster and MySpace helped Americans

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