No more soft sell, now it’s in your Facebook. Are people twittering when you walk by? They could be talking about the latest big online sale. Both brick and mortar stores and online retailers are engaging social networking in ways never seen before, and they are scoring big pocketbook wins with it. Retailers like Best Buy, Macy’s and Wal-Mart all sent out early Black Friday advertisements to Facebook to entice shoppers through their doors. But, adding a few promotional tweets or status updates are “old school” now and retailer are starting to engage social media in ways that increase interest and sales.

New Social Networking Strategies

Retailers like Amazon.com and Target had social networking tricks up their own sleeves, starting with contests and giveaways. Flash sales may even appeal to buyers who think they’re quick enough to snap up that unbelievable deal. This type of fun and games increases the likelihood that social networkers will “like” a post, making it visible to their circle of friends. Interactive bargain shopping is being carried out by Lowe’s hardware by offering fans the ability to vote on what should be discounted. Retailers have not forgotten that it is the gift-giving season, either. Electronic gift cards can be sent via email, but a more productive strategy is to allow a person to post the gift on Facebook. Not only will the gift recipient be wowed, but their friends might see something they like, too, and go out and buy one of their own.

Instant Customer Service

During huge sales events, it pays to have staff online to answer customer tweets. The Disney Store offered just such a “holiday concierge” service for people doing their holiday shopping, complete with its own hashtag: #FairyGodmother. Questions ranged from what to buy a five-year-old that would cost less than $30 to where to park to be closest to the store entrance. The Disney Store attempted to answer a sent tweet question within a half hour timeframe.

Other Social Networking Platforms

Of course, Twitter and Facebook is not the only social networking site in town. Other sites, like Foursquare, also offer some venues for new online participation and marketing. J.C. Penney, for instance, pledged to give $25 to the Salvation Army for every customer that checked into Foursquare from one of their stores on Black Friday.

Apps and iPads

None of this social networking mischief even takes into account the power of mobile applications (apps) and iPads. Twitter can be used to publish addresses for apps that can be useful to shoppers. Walgreens, for instance, used Twitter to publicize an app that gave out coupons to smartphones. Retailers are still experimenting with iPads and so far some are using them to make online catalogue shopping more interesting with a bigger screen and touch functionality. While only about 5 percent of all sales come from mobile apps or iPads, retailers understand that this will widen as more consumers buy tablets. They are looking ahead to make sure that when those shoppers finally come in with their iPads that their app or catalogue is one that is sure to please a social-networking-savvy consumer.