Retailers Talk Social Media, Marketing ROI

Social Media's Role in Integrated Communications
Coach uses Facebook as an email acquisition tool, said Fiefer. Email addresses acquired from consumers on Facebook are segmented and those consumers are then marketed to differently than the rest of Coach's list. They may receive different offers and invitations to contests, among other things. The social media site is a revenue stream for the brand, but it's a small one at this time, noted Fiefer.