Social Media Tools

Many companies are  using social media tools to advertise for their companies. South Side clothing retailer American Eagle Outfitters, for instance, has a Facebook page with discussions ranging from sizing to the company's credit card and uses its Twitter page to address customer concerns. When a customer complained the site crashed before she could use her soon-to-expire coupon, American Eagle engaged her in a multitweet conversation to work out the issue, visible to the brand's more than 4,000 followers.

Nationally, such brands as Starbucks and shoe-retailer Zappos have social media campaigns encompassing both Facebook and Twitter, and other major corporate Twitter-ers include Whole Foods, Comcast, JetBlue and American Apparel. PC-maker Dell announced Twitter had helped the company make $3 million since 2007 from customers who followed its links to make purchases.