By Corynn Johnson
SPRINGDALE, Md.—When Marc Scher wanted to expand his advertising, he turned to Facebook.
His family’s seventy-nine year old business, located in Pocomoke City, Md., began using Facebook in August 2009. An icon on the top right corner of the store’s website invites people to visit its Facebook page.
Four years later, Scher’s page has garnered over 3,000 likes on Facebook, more than 200 photos and dozens of positive posts and comments.
“It’s interactive,” said Scher. “I can run an ad on it and people can upload pictures.”
Happy customers have taken to Facebook to express their gratitude.
“All of my gorgeous girls thank you for all of your help, they looked amazing!” wrote Ginnie Sue Sterling, who uploaded a picture of her smiling bridesmaids to Scher’s Bridal Shop Facebook page.
In recent years businesses, like Scher’s have been using social media to advertise their businesses.
According to a study by shop.org, “Forty-two percent of online consumers have “followed” a retailer proactively through Facebook, Twitter or a retailer’s blog, and the average person follows about six retailers.”
“People are looking toward the social media for information and what’s new and hot,” said Amanda Miller Littlejohn, a brand strategist and PR Social media coach. “If they have a product, it is still relatively easier than other advertising and it costs less.”
Scher also uses radio and newspaper advertising.Although he does not know the extent of business he has gained using social media, he believes Facebook is the most successful of his advertising efforts.
“A lot of people see our page on Facebook,” he said.
According to 2011 Social Media Marketing Industry Report by Michael A. Stelzner, “The number-one advantage of social media marketing is generating more business exposure, as indicated by 88 percent of marketers. Increased traffic (72 percent) and improved search rankings (62 percent) were also major advantages.”
Aisha Jordan, the Owner and Creative Multimedia Producer at Jordan Multimedia Group, said she has noticed an increase in businesses going to the Web for advertising because of the inexpensive cost.
“It’s a cheaper option of getting to an audience, because you automatically have one,” says Jordan.