Seemingly every day, the media covers some manner of "social networking" initiatives launched by independent and chain retail stores and restaurants. In these scenarios, social networks such as Facebook, Twitter and Foursquare serve as vehicles for retailers and restaurateurs to broadcast new offerings, in-store events, promotions and other messages relating to their business and products.

Social networking represents a new avenue for retailers and restaurant owners to market their businesses. The majority of businesses that utilize social networks are taking the straightforward (yet often effective) approach of posting informational messaging directly on their own social networking sites (example: http://twitter.com/bestbuy). Others are engaging their customers on a more personal level through direct dialogue on social networking sites, which publicizes their "we care, here to help" message to the public.

Business owners have used social networks to increase brand awareness, message specials, drive repeat business, generate new customers, address customer satisfaction issues and communicate with customers. These efforts have paid off-literally-resulting in higher customer satisfaction and increased sales while costing far less than traditional forms of marketing and advertising.

Point-of-Sale VARs can certainly benefit from incorporating social networking tools within their own businesses. As an expert on retail business practices and technology, a VAR is in the unique position to offer social networking tools to their clients. Offering this extra level of technology and service will give VARs a competitive advantage when pursuing future POS business.

Savvy retailers and restaurants are using social networking to keep in touch with their customers. Tasti D-Lite, a chain of 50 frozen-dessert quick service restaurants pioneered a social networking feature included in Cash Register Express and Restaurant Pro Express.

Patricia's Pizza, a long term pcAmerica client actively engages its customers on Facebook. Starbucks rewards it customers who share their Starbucks experiences using social networking.

Many of you reading this newsletter have never used Facebook or other social network resources. If you haven't used it, you're missing out. You're missing out on potential sales and marketing opportunities. You're missing out on understanding exactly what it means to be part of social networking. It's like refusing to use a cell phone or email.

...and for those of you who dislike Facebook, cell phones, and email, I am not suggesting that you need to use these modern conveyances. I am just suggesting that you sign onto Facebook, Twitter, and Foursquare (all free) so that you can get a better understanding of how many people and businesses are communicating.

You can read David's entire Social Networking article in Vertical Systems Reseller Magazine by going to:

VSR Social Networking

For more information on how you can use social networking with Cash Register Express or Restaurant Pro Express, call your pcAmerica Account Manager below.

• New Mandatory Pin-Based Debit Transaction Rules

As of July 1, 2010, Visa and MasterCard requires that merchants processing PIN-based debit transactions must meet the following requirements:

PEDs currently in use must be either pre-PCI PED (Visa PED) certified or PCI PED certified.

All new PED device installations must be PCI PED compliant and
require Triple DES key security.

PEDs must be on the current approved list at http://www.pcisecuritystandards.org/pin or the expired Visa approval list at www.visa.com/pin

All PEDs must use the most up-to-date encryption standards for processing debit transactions, which requires injection of a Triple DES (TDES) key.

In other words, the Pin-Pad device that you are using must be PCI-PED compliant.

OK. What is PCI? PCI is the Payment Card Industry. So, the PCI sets the security standards for how credit and debit cards are used.

PED is a Pin Entry Device.

pcAmerica has been selling PEDs (or pin entry devices) for the past 20 years or so. Your older devices may or may not be certified. Therefore, you should not be using them unless you determine that they are certified.

If you purchased a device in the past several years, it will probably be certified.

A newer certified device automatically encrypts all key codes entered into the Pin-Pad device. Older devices sent the data over in raw format which is no longer acceptable.

To see if your device is certified, go to:

http://www.pcisecuritystandards.org/pin

or the expired Visa approval list at www.visa.com/pin