The Social Media Scene
More than half the adult Internet user population tweets, views a LinkedIn page or peruses a blog.
According to a survey released in August by the Pew Internet & American Life Project, one of seven projects that make up the nonprofit "fact tank" Pew Research Center, 65 percent of adult Internet users now say they use a social networking site like Myspace, Facebook or LinkedIn, up from 61 percent one year ago. This marked the first time in Pew Internet surveys that 50 percent of all adults admitted to using social networking sites.
With an audience like that, why wouldn't every company jump on the social media bandwagon? Social media—Facebook, Twitter, YouTube, blogs, etc.—present companies with a set of new tools to help them generate new business, build their brands, strengthen relationships with clients and provide a forum for daily feedback and suggestions.
Some print industry veterans may wonder how these tools fit into their worlds of selling labels and forms or the complexities of wide-format printing. Well, plenty of print companies have found it is not the answer to all of their communication needs but a definite boost.
Renee Berger, creative director for Butler, Wisconsin-based Western States Envelope & Label, said the business entered the social media scene in early 2009. Today, Western States uses Twitter, Facebook, Flickr and creates videos for YouTube that also can be viewed on its website. In addition, the company created a LinkedIn company page and profile pages for its sales representatives.
"These outlets help us generate conversations, promote interaction and exchange information. We're striving to build an online community for Western States that's used for business and marketing purposes," she said. "Our videos have been particularly popular for us. Customers love to view and learn from them. They say a picture is worth a thousand words—these moving pictures really help our customers and prospects understand the level of commitment and offerings that we have to help them expand their businesses."
Berger explained social media helps the company sell products, keep in touch with clients and build relationships.
"I believe people engage in social media primarily because they have a need to communicate on a different level," she commented. "Social media creates awareness and captures attention for your company. Building a social community helps expand your network and makes people aware of how you can help them with their day-to-day needs. It also helps nurture future and existing relationships for your business. We solve problems for customers every day—why not get the word out through video clips and links to important industry information? Advice shared on a website or through social media builds brand loyalty and allows you to become a thought leader for your industry."
Michelle Rouse, marketing/social media for Carol Stream, Illinois-based Team Concept Printing & Thermography, said social media has been a great way to build relationships with new clients and maintain existing ones. Currently, the company is using Facebook, Twitter, LinkedIn and YouTube and it will be launching a blog soon.
"We really jumped at the chance to explore the new fields of social media," Rouse noted. "We see it as an opportunity to get our name out there and show people what we as a company have to offer. One of the big things that makes us stand out is our ability to maintain personal relationships while not being afraid to reach out through social media. We view social media, not as a digital conversation, but as a way to continue the relationships we've already built."
Paul Edwards, president of Fenton, Missouri-based FormStore Incorporated, believes the relationship building and client touch point aspects of social media are important and beneficial to exposure and continued brand building for the company. FormStore has been using LinkedIn, Facebook and other social media channels since last year.
"As far as selling products, the jury is still out for the print manufacturing and distributor industry. By having different media options like LinkedIn and Twitter, we've reached many others that we wouldn't have in traditional marketing and selling which has led to indirect sales," he added.
Sarah Mannone, director, Account Services for Rockford, Illinois-based Trekk Inc., said it is important to remember that social media is just another form of media. Trekk's entire staff joined LinkedIn in 2007, and in 2008 it began to seriously test the waters of social media and incorporate Twitter, Facebook and Slideshare into its cross-media marketing approach.
"Chances are, your customers and competitors are already participating whether you choose to participate or not," she remarked. "By not participating you are missing out on opportunities to listen to your target market, establish true relationships and create a level of intimacy that marketers have only dreamed about. If you listen and respond, they'll reward you by sharing their satisfaction in their online communities and through recommendations and reviews."
Though there are numerous benefits to social media, there are no worries that it will take over for more traditional forms of communication.
"Has word-of-mouth advertising ever taken the place of traditional media?" Mannone asked. "Social media is just another media, and [when] used appropriately, can be a very effective part of a successful multichannel approach."
Rouse added, social media is only a part of the communication sum.
"As great as social media is, there are things that cannot substitute a voice at the other end of the phone or talking in person," Rouse said. "Team really tries to reach a balance using social media and the personal touches that built this company. For Team, it is a mixture of the tried and true methods along with new avenues of digital communication that creates the perfect formula for success."
FormStore believes print, direct mail and actual client contact are the foundation that is enhanced with the incorporation of social media.
"In this day and age, we have to reach people in as many ways as is possible to cut through the clutter and be heard," Edwards remarked. "It's all about making a connection and then making that connection again and again."
Edwards followed up, referring to an article he recently read that said social media is not a race but about people, discussions, relationships, education and communication.
"'If you get overly competitive with people over followers, retweets and popularity, you lose sight of the communication and learning aspects of social media, and the fun gets sucked right out,'" he said, quoting the article. "I believe that social media should be about connecting as well as learning and by connecting and learning, we can all become better at our jobs and the way we do business."