Launching a business ahead of a global pandemic wasn’t easy. 

For Danielle Moore, founder of Semicolon Bookstore, navigating new ways to keep her doors open was key to her long-term success. 

How did she do it?  

By harnessing the power of social media.

Here are 10 ways Semicolon Bookstore uses social media to increase sales, grow a loyal following, and make a difference (and how you can, too). If you’re looking for broader strategies on how you can increase retail sales beyond social media, we cover those, too. 

1. Go Viral with Authenticity

For social media success, you don’t need fancy lighting or a big budget; just be yourself! Semicolon’s biggest wins came by showcasing their personality. Instead of curating polished posts, Danielle focuses on fun and genuine content. 

This approach led to Oprah reposting a stop-motion video of books “dancing” onto Semicolon’s shelves on her social media, creating a viral moment and generating tons of sales for the brand. Semicolon used its creativity to stand out on social platforms, but it might be entirely different for you and your business. 

So, ask yourself, what sets your brand apart? Think about it and find ways to bring that to life through your content!

2. Share Your Story to Create Connection  

Getting personal is powerful. For Semicolon, that means sharing the moments and experiences that drive the brand. From book parties to spontaneous street book giveaways, Semicolon’s posts build trust and loyalty. 

As a small retailer, letting your audience in on who you are allows them to attach a face to a product. This personal connection is also key to driving sales through social media. So, are you a family-owned business? Do you host community events or fundraisers? 

Share your story and watch as your engagement and customer base grow!

3. Strengthen Your Network Through Social Media

Social media isn’t just a tool for reaching new customers; it’s also a great way to connect with other retailers. Semicolon uses its platforms to build relationships with local booksellers and other business owners in Chicago and beyond. These connections have created a support system where owners can share advice, offer encouragement, and collaborate. 

Next time you post on social media, consider reaching out to your fellow retailers. Show them some love by sharing their content, tagging them in your posts, or commenting on their updates. Building these relationships strengthens your network and helps you tap into new audiences!

4. Inspire Your Followers to Take Action

Sharing on social media can make a difference. One of Semicolon’s most impactful initiatives, “Clear the Shelves,” provides books to students who lack access to them at home. Semicolon inspires followers to participate by sharing the program online, knowing that every purchase contributes to a greater cause. 

You can do the same! Use your brand’s social media platforms for good, amplifying ways to give back to the community. Turn your initiatives into fun stories, short videos, or carousel posts to grab your audience’s attention, expand your reach, and grow your business. 

5. Create a Safe, Inclusive Space

Creating a safe online and offline space is key to Danielle’s mission. She explains, “I am not the average bookstore goer, and I wanted a space for more people like me where if you want to scream when you see this book, I’m likely going to scream with you.” Semicolon’s socials reflect the inclusive, welcoming atmosphere Danielle has established in-store. 

As a Black, LGBTQ+ bookstore owner, she prioritizes showcasing her diverse staff, inclusive book selection, and policies that make the space a refuge for all. This commitment to inclusivity creates a loyal community that identifies with Semicolon’s values, inspiring them to support the brand by investing in its products. 

As you build an online community, consider what content you will share so your customers feel seen. Creating a space that can make your target audience feel comfortable and connected is important. 

6. Stay Ahead by Listening to Your Audience 

Need help determining what your customers are into? Social media can be a valuable “listening post” for consumer interests. Semicolon frequently pays attention to what people are talking about online, using these insights to plan their inventory. 

From trending books to seasonal themes, Semicolon makes its offerings timely and relevant by listening closely. By staying connected to your audience, you can create an in-person and online shopping experience that feels personal to your brand, ultimately driving sales through social media! 

7. Let Your Values Guide Your Content

Customers don’t just buy products anymore, they buy principles. Semicolon Bookstore’s social media presence is rooted in clearly defined values, from championing diverse voices to supporting marginalized communities. Every post reinforces the brand’s values, making its messaging consistent and recognizable across platforms. 

This clarity builds trust, which is key when using social media to drive sales. 

When customers believe in your values, purchasing becomes an extension of their identity. For your business, this might mean highlighting ethical sourcing, community advocacy, or employee stories. Let your values guide what you post, how you respond, what you amplify, and how to naturally attract customers who want to support your mission.

8. Treat Social Media Like a Second Location

For Semicolon, social media is an extension of the store itself. Their platforms function like digital storefronts where customers can browse books, interact with staff, and feel the same energy they would in person. This approach is incredibly effective for driving sales through social media, especially for retailers with a strong in-store culture. 

Think of your feed as a second location that’s open 24/7. Showcase new arrivals, behind-the-scenes moments, staff picks, and real-time updates. When customers feel like they’ve already “visited” your store online, they’re far more likely to convert, through e-commerce, event attendance, or in-store purchases.

9. Make Community Participation Easy

One of Semicolon’s strengths is how seamlessly it invites its audience to participate. Whether it’s sharing posts, donating books, attending events, or supporting initiatives, the call to action is always clear and accessible. This ease of engagement lowers the barrier between scrolling and supporting – a critical factor in using social media to drive sales. 

Instead of asking followers to do too much at once, Semicolon provides simple, meaningful ways to get involved. For your business, this could look like polls, question boxes, giveaways, or “comment to support” campaigns. When you make participation easy and rewarding, your community becomes active, and active communities buy.

10. Stay Consistent, Even When It’s Hard

Consistency is one of the most underrated drivers of success on social media. Semicolon didn’t grow its following overnight, but showed up regularly, even when posts didn’t go viral, or sales felt slow. That steady presence kept the brand top of mind and reinforced trust over time. 

When driving sales through social media, consistency matters more than perfection. Posting regularly, engaging with comments, and maintaining a recognizable voice ensure your audience knows what to expect from you. Even during slow seasons, showing up reminds customers that your business is still there, still serving, and still worth supporting. 

Conclusion

Danielle’s journey with Semicolon Bookstore highlights the power of using social media to drive sales and build a community of loyal, engaged customers. Danielle transformed Semicolon into a connected retail space by staying true to her values, creating authentic connections, and leveraging social media for sales and impact. 

Her story is a reminder that with the right approach, social media can do more than just increase revenue; it can create meaningful growth rooted in authenticity and purpose. 

We Are Retail is committed to highlighting Illinois’ diverse and dynamic retailers. If you loved learning about Danielle’s story and know a retailer who deserves recognition, Nominate A Retailer!