CARiD, an online retailer of aftermarket auto parts, is using social media to establish its brand as a community for its niche target consumers. The retailer's strategic use of social media has earned it close to 2 million Facebook likes, more than 70,000 followers on Google+, 9,000 subscribers to its YouTube channel, and more than 3,500 followers on Twitter. In this latest episode of Total Retail Talks, CARiD's COO Len Stavish discusses the online retailer's social media strategy, from the types of content it posts to how it chooses the social networks to be on.