GARY LAMBERT, owner of an eponymous Aveda salon in Winter Park, FL, is using social media to fill his appointment book. His team created a Gary Lambert Salon Twitter account to post salon news and open appointments. For example, a stylist will "tweet" about a cancellation that day and offer a discount to the client who fills it. "We get calls within minutes," Lambert says. "It's been a huge asset to us." Twitter is not only letting the salon reach current clients, but it's attracting new ones as well, as more people choose to follow the salon's postings. Lambert, whose salon has been open for 27 years, emphasizes how important it is to stay current and be at the forefront of trends like Twitter. "This keeps us viable and in-the-loop," he says. "Plus, in this economy, it's a cheaper alternative to traditional advertising." —L.M.