A local bookseller uses social media to get his customers talking to each other. He has found that people are looking for good reads, but they often are hesitant to buy a book unless it has a lot of interest. He found that when his customers ask for a book recommendation, they get a lot of responses. If they are specific as to genre and favorite authors, they get more specific responses. Then they go ahead and buy a book. He started posting himself holding up different books on Instagram. Then he learned to buy instagram likes to show interest. The interest then drove customers to comment.
It made it easier for customers looking for details about certain books from other customers who purchase from this particular bookseller. Instead of them going to other book selling sites to read what other people thought of the books, this kept them tied to his website, social media and his local business of direct in-store sales.