Would You Follow Your Own Firm on Twitter or Facebook?
We’ve all heard a ton of buzz about how the “great thing” now is marketing your printing business on Twitter and Facebook. Being in the direct marketing arena...it’s no different here. But, I really don't see a whole lot of benefit for those companies that have jumped on the bandwagon...at least with how they’re doing it.
Social media is really nothing other than another vehicle to communicate with and deliver content to people. Now, because of the interactive nature, it has enormous potential. But to realize that potential, companies have to be creative and deliver content that is conducive to interactivity.
Now let's see what is going online and what could go on (at least from my observations).
1. Basic talk about what the company does and what its services are. This could be done via a Website since it doesn't change very often.
2. Announcement of events/press. I see companies announce things going on with them and things going on in their communities. Not bad I suppose. But most of this content can be delivered via print or e-mail, assuming they have contact info (which they should if they are followers). In fact, that would be more effective since a message could be altered to fit the recipient.
3. Announcements of internal blog posting. This a good use due to the hot links and the potential to inform your clients and followers of new information and advice that may help them. Unfortunately, very few printers have blogs and write any original content. There is great opportunity here to present your firm as the expert.
4. Referring other relevant industry information. The key word here is relevant. This can be a good use of social media. It can keep a company's customers and prospects abreast of “stuff” going on in their industry (i.e. trend, tips, etc.). The problem I see here is that everybody mentions the same articles. And most of them are about how “print isn't dying.” Enough already.