Social media offers enticing prospects for marketing. But measuring success remains a challenge. Jones Apparel Group Inc. simply wants to entice shoppers to follow its various brands. To draw in shoppers, Jones works with technology firm Fluid Inc. to build Facebook pop-up stores modeled after its bricks-and-mortar pop-up stores, which are shops that open for a few days in a major city or a mall where shoppers can buy items, but that are primarily aimed at generating excitement and buzz.
Internet Retailer: Social Media: Finding the Right Measure