The trend is not the next big thing--"it is the big thing," according to Gunnar Simonsen, former general manager of the Christian Supply Centers in the Pacific Northwest and now a social media consultant.

Simonsen has helped CBA take an active role in educating retailers on social media, recently co-hosting two Webinars on the topic with the association's business development director, Eric Grimm. Simonsen will also present an hour-long workshop, "New Marketing: Using Social Media to Market Your Store," at the International Christian Retail Show in St. Louis, next month.

"Relationships you build with customers in your store have an impact outside the store, and social media can help develop a ‘5:01 p.m. strategy' for how you are going to be sustainable to them when they leave your store or event," Simonsen told Christian Retailing for a forthcoming report on the subject.

Kira Brant, owner of Kira's Cottage Christian Store in Franklin, Ind., holds a drawing for $20 in merchandise for every new 100 Facebook fans she gains. "People are more likely to recommend you to ′friend′ something if they know they can win," she said.

Through its postings on the site, Capstone Christian Store in Mechanicsville, Va., offers a bonus for people who can prove that they've been to church--bring a bulletin into the store and get 20% off of purchase.

Mardel Christian & Education began hosting Pictionary Friday events at its Web site in February, using Ustream technology that allowed viewers to chat online with Darrell Darnell, the chain's e-commerce director, while he draws on a whiteboard. As people log in, Darnell takes the opportunity to share product that will be given away to the winners.

Read the full report in the July issue of Christian Retailing.

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