MetroplexInteractive

In 2007, 4 percent of retailers used social media sites like Facebook, Twitter or YouTube for advertising. In 2009, more than 50 percent of retailers use social media sites for advertising according to a survey by BDO Seidman. This year in particular, companies who are facing dismal brick-and-mortar sales are propping up store sales with excitement and buzz generated online via social media to drive in-store traffic. Here are a few examples of how companies are doing it:

• Staples is offering Twitter "followers" an opportunity to win a $1,000 Hewlett-Packard laptop and printer as part of its Daily Tech Giveaway sweepstakes.
• Old Navy's Facebook fan page, which has more than 354,000 fans, is offering men's crew and V-neck T-shirts for $8 instead of the regular price of $16.50.
• Macy’s, Best Buy, and J.C. Penney Co all posted holiday sales information to their social media sites

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Social media provides retailers with the power of viral marketing since social media post followers are likely to mention it on their own social media post. Additionally, news of sales and specials spread incredibly fast via social media. This is especially important to an industry that has traditionally relied upon print and television advertising that requires weeks of lead time for one campaign. With social media, retailers can initiate an ad campaign in hours and track results instantly, tweaking the message as results become clearer.