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Specialty Coffee Retailer: Season's Greetings

"Edelstein says he's very careful with the messaging he puts on social media sites. "With Facebook and Twitter, we don't try to use those channels to sell, sell, sell. We recognize that people don't want to be sold to all the time. They're there to have fun, to experience our brand, to interact with us, to learn new things," he says.

Edelstein says he'll often try to pair a promotion with a comment. For example, in the weeks leading up to Mother's Day, Two Leaves followers may be asked about their favorite memories of drinking tea with their mothers. That question might be followed up with more direct promotional pitches pushed through e-mail blasts or the website, he says.

Still, the underlying goal is to get the customer engaged enough to follow "the story," stay involved, and be open to buying the products. "Our philosophy is this: the more we've engaged people away from sell, sell, sell, the more likely when we do a promotion they are to buy," Edelstein points out."

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