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"When using traditional marketing channels like paid search, email, print ads and banners, companies are sort of speaking to a vast audience and hoping to capture a small percentage of that audience who is really interested. Facebook allows us to speak directly to a group of people who were already honed in on our brand," said Whitney Grekin, eCommerce marketing coordinator. "Our Facebook audience is a targeted group of people who have already told us they 'Like' us and are interested in what we have to say."

With 9,638 "Likes" to date, Envelopes.com's Facebook page (www.facebook.com/Envelopes) has proven to be an engaging channel for its audience, with Pinterest coming in a close second. Grekin attributes this to a colorful product offering and customer demographics. "We carry a huge range of colors, sizes and style of paper products, and people love to see pictures of them," she remarked. "Not only that, but Envelopes.com as a whole is a fun, fresh and exciting company and we obsess over great design. Many of our Facebook fans are graphic designers and we've found a great opportunity in sharing graphic design resources, blog posts and even funny graphic design jokes."

Jim Gilbert, CEO of Gilbert Direct Marketing Inc., Boca Raton, Fla., and president of Florida Direct Marketing Association, encouraged companies to use social media as a way to build credibility. Companies can earn reputations as industry thought leaders by generating valuable content. Gilbert pointed to blogging.

"The blog is going to be the center of your universe as all of the content that you create is going to reside there, and hopefully your blog is tied into your website for SEO purposes," he said. "Once you have your blog set up correctly, start creating content and other information that would be of interest to your potential customers."