“How we might write something might show an entirely different taste in books,” Mr. Malkin said. “We’re in the 21st century and we’re a 21st century book store,” said Aimee Jodoin, Brilliant’s social media manager. People are going to shop online, so we have an online presence.”These social media experiments are shifts in culture for many small businesses. Instead, the store communicates with its customers via social media and an email newsletter, where the most-read stories are about events and staff picks. Although social media helps spread the word, Ms. Wilkinson’s focus is on staying a local shop for local customers.

Source: New York Times October 05, 2016 16:52 UTC