The Detroit News

November 27, 2009

Retailers are increasingly using social media to attract buzz and divert shopper dollars from their competitors.

They're tapping Twitter, a micro-blogging site that allows users to broadcast "tweets" of up to 140 characters, and Facebook, a global social networking site, to issue coupons, announce promotions and update shoppers on traffic in stores.

So shoppers looking for door-buster deals or seeking stores with the shortest check-out lines today should consult the Web before visiting brick-and-mortar stores, experts say.

Almost 60 percent of retailers have enhanced their social media pages this year, according to Forrester Research, an online market research firm based in Cambridge, Mass.

Retailers from Borders to Sears are using these sites to publicize promotions and give consumers an extra incentive to shop and hit stores earlier. These tools have become increasingly important as more and more Americans use them regularly, and they are more cost effective than traditional advertising.

"Things are a lot different than they were 18 or 24 months ago," said Justin Winkelman, a Bloomfield Hills-based social media consultant, noting the growing popularity of social media. "Twitter is primarily a business tool, and it's free. All these companies need is a little sweat equity from someone at their organization" to update their pages and news feeds in real time.

Winkelman expects retailers to send money-saving messages via Twitter: "Show this tweet and get an extra 10 percent off!" or "Check out our Black Friday sales!"

Social media can improve a shopper's Black Friday experience, said David Fry, chief executive officer of retail consultant Fry Inc. in Ann Arbor. "The best deals are usually gone by 7 or 8 a.m., so it's important to log on to get your battle strategy ready."

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