Seamus Fahy said Facebook fuels 25% of sales for Voltaire Diamonds, the customized engagement and wedding ring company he founded more than four years ago. After establishing a Facebook page, Voltaire didn't just upload pictures of merchandise -- it also shared videos with tips for buying diamonds, asked customers to vote on ring designs and share personal stories, and used ads geared toward its target audience of 26- to 35-year-olds. "Overall we drove 40% growth in fans in six months through consistent use of Facebook [strategies]," Fahy said.

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