Local businesses use social networking for marketing

CLEVELAND -- Many Northeast Ohio businesses are using social networking to create a connection with customers.

Chef Sergio Abramof, owner of Sergio's Sarava at Shaker Square and Sergio's in University Heights, has Twitter and Facebook accounts, which he uses to develop relationships with his customers.

"It's not necessarily about giving coupons and discounts," he says. "It's really about reconnecting with our guests in a different way."

Ty Whiting, of Classic BMW, agrees. He maintains the Willoughby Hills car dealership's Twitter and Facebook pages, which focus less on ads and more on offering people BMW-related content and information.

"We're not trying to advertise," he says.

While Classic BMW's Twitter account has more than 1,300 followers, Ty says social networking hasn't increased sales at the dealership.

"We're really just trying to build a relationship. We want people to follow us," he says.