. In part 4 we talk about how literally to put your store on the map. Once you have a good relationship with your customer, they are happy to act as ambassadors for your store or your brand. By sharing your posts, using hashtags with their photos, leaving reviews, tagging them or letting you know they've been in your store. Word-of-mouth advertising can go online quickly.

In our weekly Social War research, this week we discuss sales by storytelling by Scotch & Soda. The Amsterdam-based high end fashion brand started an online promotion campaign around the ‘story of things’ video this week. How is Scotch & Soda able to promote their new clothing line and is at the...