Social media gives Divas Snowgear a boost

Publish Date: 
Aug 4, 2014

GREEN BAY, Wis. – Social media helped a women’s snowmobile apparel company get on the map and connect with customers that might have been otherwise difficult to reach.

Divas SnowGear of Oregon, Wis. makes outerwear for female snowmobile riders, and until Facebook, had a hard time identifying and connecting with those women. 

"We did traditional advertising through magazines, print, race booklets, banner ads on snowmobile websites," Wendy Gavinski, Divas SnowGear founder and president, told the Green Bay Press Gazette. "But 99 percent of that readership is male."

Socal media lets Gavinski target women who like certain snowmobile manufacturers or athletes.

"People think of Facebook as a social platform, and Facebook is social because it's about real people," said Dan Levy, Facebook's director of global small business. "But the only way Facebook is going to succeed is when we get to the place where we're helping (small businesses) drive real business results, not social results."

This summer, the company launched Facebook Fit, a five-city small-business boot camp tour wrapping up tomorrow at Facebook headquarters in Menlo Park, Calif.

"If you're going to invest in your business, invest in ways that reach the people that matter to you," Levy said.

Facebook has come under fire since it changed its algorithm determining how frequently posts from businesses appear in news feeds of people who have "liked" their pages. In the past few months, the number of posts reaching a company's followers without paying to boost the post has dropped dramatically, often reaching as few as 5 to 25 percent of followers. That's ticked off a lot of regular business users.

"I think it's really a question of expectations," Levy said. "We probably made a mistake in setting expectations that a 'like' meant you were going to see everything from that business. That was never true."