Instead of using email newsletters, which Sarados fears end up clogging people's inboxes, he and his staff prefer using their stores' Facebook pages for communicating with their customers. More often than not, their posts announce the arrival of new products or refreshed inventory. Not only do their followers see store news, but Facebook makes it easy for shoppers to share the announcements with their friends.
While most people use only Facebook and Twitter, Sarados finds that Flickr works better for his store Brick Republic, which sells Lego brick arms. That's because fans of Lego army men and custom products tend to follow the photo sharing site. "We'll post our custom Lego parts there so people can see what’s new and comment on it," says Sarados. "It’s a way for us to create action.
"It's important to get on the social media that your industry is using. Our Funky Toys Facebook page is geared mostly towards parents buying toys for their kids, but our Brick Republic Facebook and Flickr pages are geared towards 10-year-old kids and collectors."