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AUGUST 19, 2015 LAST UPDATED: WEDNESDAY, AUGUST 19, 2015, 8:56 AM
BY MELANIE ANZIDEI
STAFF WRITER |
THE RECORD
With more and more potential customers flocking to Twitter, Facebook, Snapchat, Instagram and other social-media options, small businesses stand to benefit from having a more dynamic and engaging online presence.
Small businesses are becoming more sophisticated in their use of social media, picking and choosing what works best for them, while at the same time effectively gauging the return on their investment in social media.
For custom storage company California Closets, which opened a Ridgewood location in July, social media was one way it got the word out about its new storefront.
“Before, [social media] was a fun thing to do,” said Melanie Statlander, 37, marketing manager for the company’s North Jersey outlets. “Now, you really can promote your business.” Statlander directs social media messages now to target specific audiences. To announce the opening of the Ridgewood store, “I boosted a post only within a five-mile radius of Ridgewood,” she said.
The success of Statlander’s social media campaigns is measured by how many users actually come in and buy the company’s product. Recently, a customer said she found the company through Facebook.
“It’s good to reach people [through social media], but you want to reach the right people — your clients,” she said.
California Closets, which has more than 100 showrooms nationwide, has the advantage of a staff that can sustain an engaging social media presence. Though Statlander is responsible for the company’s North Jersey Facebook and Twitter pages — in addition to her other marketing duties, the company’s California-based corporate office has one person working solely on the company’s Instagram and Pinterest pages, which helps promote the company’s overall brand more aggressively and nationally.
For smaller businesses, having one employee committed to social media is not always an option.
