Garden City Businesses Turning to Social Media

Robert Jacobs, owner of Neptune Camera, just returned from a trade show where he took special interest in a seminar extolling the benefits of social media for small, independent businesses like his.

Not that he had to be convinced. "It's been brought to my attention that it's something you have to do; it's not an option, it's a necessity in today's world,"  says Jacobs, whose family has run the business since 1962.

The message is loud and clear: embrace social media.

Neptune Camera has advertised its services on YouTube through an arrangement with Yellow Pages, which includes online media as part of its program. But Neptune will be taking the next step in its social media campaign in the coming year, by expanding its social networking to include the likes of Facebook, Twitter, et.al.

"I just know I need to do it," Jacobs said.

Other Garden City businesses agree. While some are tentatively mapping out plans, others are boldly going forward whether it is through Facebook, Twitter, Flickr, SEO, Digg and other online social media formats.

In growing numbers, small business owners nationally are adopting social networking services, location-based services, Twitter and online video to promote products and services, according to a new study by MerchantCircle, a social network for small businesses.

It polled a fraction of its more than 1.3 million members, and found that small businesses are accelerating their use of social media at the expense of traditional media such as newspapers, the Yellow Pages and radio.

In fact, social media has become the most visible way for small businesses to promote their products and services. Locally, Feldis Florist and Once Upon A Dish, and the Kiwanis Club of Garden City, are among those with Facebook accounts.

Fans of Feldis and Once Upon A Dish provide positive feedback on their walls.

At Feldis, Elizabeth Meehan writes, "Who doesn't love a Feldis wedding!? People still talk about our flowers from 6-12-93."

And Janet Carey-Dombal thanked Feldis "for the beautiful three dozen roses that you delivered! They're AWESOME."

The Facebook site for Once Upon A Dish includes numerous positive postings from customers, including those who attended a Margarita Glass Painting social.

"We started up our Facebook page in January, and we have received about 150 fans so far," says Sophia Chrissafis Muhr, owner of Once Upon A Dish. "I post pictures and special classes and everybody enjoys going to the website to see what is new, and perhaps a picture of them, or something they have painted. I do try to get the word out about it. That is the only way to do it."

Neptune Camera promoted its products and services through 30-second commercials broadcast on YouTube. "We carry digital cameras, scanners, printers and so much more," the ad said. "Visit our website. Stop in and pay us a visit."

Jacobs said one customer who commented on the ad was a senior citizen, which happens to be the fastest growing demographic for social media.  

Many Garden City businesses use e-mail marketing services, such as Constant Contact or KP Search, to market their business or highlight a special promotion. Garden City Galleries is among many Garden City businesses that use KP Search, an online marketing company run by Keith Becker of Garden City.

KP Search counts Grimaldi's Pizza, Bagelman, Town Meat Market, Adelphi Cleaners and NY Soup Exchange among the dozens who use his service. Others, like Neptune and Once Upon A Dish use Constant Contact.

While most small businesses still can't quantify the power of social media just yet, most understand they have to be in the game. It's just a question of getting started. Jacobs said he has two web-savvy teenagers who will help Neptune get going. "We are going to explore social media," he said.