Social networking is the latest Web-based craze and it is picking up steam in arenas of marketing. As a marketing device, it is still new and novel and questions surround the applications, effectiveness and future of the "Facebooks" and "Twitters" of today and tomorrow in the marketing of diving's business.

The cover story in this edition addresses the issue, and this survey was conducted to determine if, and how, stores are using social networking sites in their efforts. Between the article and the survey we hope to shed light on this topic to help all stores.

The Survey

This survey was conducted to determine retailers' use, opinions and the effectiveness of social networking sites. This was a fax survey to dive retailers. A total of 987 surveys were successfully transmitted. A total of 224 retailers -- 23 percent -- responded.

The Results:

Web-based social networking is still relatively new in the dive industry, certainly as a marketing device. If the results of this survey are representative, most dive retailers (67 percent) are using social network sites, with some reporting success, while most of those (62 percent) can't tell whether it is having an effect on their sales or don't think that there is one. However, as a relatively new phenomenon it is likely too early to determine how well social networking works or can work as a marketing device. Certainly if social networking sites have a chance to work in marketing it is on a local level by leveraging the influence, networks and buying of your existing customers. It will be interesting to hear what retailers have to say about this after more stores have more experience. Dive Center Business will follow up next year with a comparative survey.

Comments Compiled From This Month's Operational Survey:

Following are some of the comments of stores that answered the question in the Operational Survey, "Do you have any other comments about social networking sites with regard to your business?" There were many responses with the same ideas, so we have selected a number of different responses and excerpts. Because we sent the survey questionnaire along with a confidentiality statement, we do not identify the respondents.

We just set up Facebook this past week, so I have no experience to report.

I was an early adapter and have over 200 "fans."

Wish I understood it a little better. I think I'm the "wrong" generation so I have to work harder at it.

Just started with it; too early to tell.

I just started learning to use the social media, so I can't say for sure if it's good or not!

Old dog, new trick.

Necessary evil. Nothing replaces the personal interaction, guidance in store.

What happened to face to face? Relationships with your customers? As our knowledge increases we are losing friendships!

NO time.

I don't know how they work.

How to go about it would be a good DEMA topic.

New to using the sites.

I find that other stores and destinations become "friends" more often than direct customers. Although it is interesting, I don't think it drives a revenue increase.

It is easy! Get on board or get left behind!

Too early to determine effects.

It is a great opportunity that we need to take advantage of. We could do a better job of it. Right now it is more for fun.

I am not familiar enough with this medium to give good comments.

We will see how it progresses.

This is still pretty new to us so we're looking forward to this story.

Will be using more; will add Twitter.

I'm very new. Trying to make it work for me.

Use it for social events held at dive shop once a month.

We just started, so it will be interesting to see how much it affects business.

New to it. We are a younger dive shop. Any networking takes time. Trying to focus on consistently using Web site and e-mails. Will add social networking one at a time.

Fun way to stay in contact with customers, and customer can also participate by posting stories and pictures.

Everyone should try it; no loss incurred if it doesn't work like traditional ad.

I have a Facebook page dedicated to the business, but I haven't really developed it. I can definitely see the possible benefits when I get around to it.

Hasn't worked for us.

Because of our dealers -- some will not allow Internet sales -- our Web sites are general and require direct contact with our store personnel.

Social media has not improved sales.

We just started using Facebook this year and have talked about setting up a store site. Not enough of our customers use it for it to replace our regular e-mails. We do have a bunch of divers using it to share photos and dive conditions.

Do use, but know I don't fully take advantage of it. I believe it has huge potential. It does, however, take a commitment with regard to resources/time.

Continue to make industry smaller and more personal feeling.

We are adding friends we don't know which is great. Not sure what is really working.

Old-fashioned. Use Internet, e-mail. Don't understand.

I believe social networking only promotes more Internet sales. Does not effectively work with dive store.

We use Constant Contact for newsletters and promotions. We use our Web site for captain's logs (blog) and photo of the week sent out to guests who register on the Web site.

I don't know if it's worthwhile.

I believe it is too early for us to determine the effect of social networking in our business but it is yet another way to stay in contact with our customers.

Finding the right angle to promote your business on social networking sites is very cost-effective.

Building at this time but not the win-win I would like it to be. Time will tell.

I am not familiar enough with this medium to give good comments.

I have a good friend/customer in the IT business. He says social networking is worthwhile, but don't expect it to be the end-all, and don't stop your other efforts. He says it could be a flash in the pan because consumers will move on to something else or stop paying attention.

Just started Facebook; so far it's just a toy.