It's a new era for bookworms. With e-readers and audiobooks gaining popularity, many brick-and-mortar bookstores are unable to survive the competition: Just four years after the introduction of the Kindle, 40-year-old bookstore giant Borders filed for bankruptcy.
Strand Books is the sole survivor of "book row," a section of New York City's 4th Avenue that once housed nearly 50 bookstores. So how has Strand (founded in 1927) managed to stay afloat — and thrive — in a world of podcasts and ebooks? The answer is simple: By embracing social.
With a "customer-first" attitude, Strand utilizes Twitter, YouTube, Instagram and more to power lively conversations with loyal fans and followers. Even though the Strand team admits that not all of its 25,000+ Facebook fans or nearly 31,000 Twitter followers may convert to actual paying customers, the value of such a huge social following is not lost on the successful bookstore. Engagement, peer interactions and conversations unite "Friends of the Strand" in a vivacious online community.
Stopped by the store recently? We're playing holiday tunes, our free tote promo is live, and we have great book signings on the agenda!
— Strand Book Store (@strandbookstore) November 6, 2013
In collaboration w. our friends @katespadeny, 20 books to celebrate their 20 yr anniversary. Fashion lovers, rejoice. http://t.co/A8cTd3CnV4
— Strand Book Store (@strandbookstore) November 1, 2013
The store's impressive collection includes over 2.5 million books, including coveted rare — even signed — editions of classics from notable authors like Kurt Vonnegut. Strand also partners with influencer brands such as Kate Spade, and receives endorsements or hosts visits from the likes of James Franco and Frank Bidart, and even Internet celebrity Lil Bub. Office pup Gizmo makes regular appearances in the Strand Instagram feed, tapping into the Internet's love of animals for some adorable pup-centric self-promotion.

In the video above, we take a closer look at Strand and how its social efforts are paying off.
Have something to add to this story? Share it in the comments.
Homepage Image: Flickr, samgracelewis