How Manufacturers Use Social Media

For manufacturers, social media has become both the great equalizer and a possible black hole for time and resources. Companies of all sizes are using social media for business advertising, but an ever-evolving Internet makes it hard to keep up with user trends. Despite those challenges, it's no longer an option for manufacturers to say no to social media, and competitive organizations are using networking opportunities to market, develop product excitement, and engage consumers.

The advertising potential of social media seems to be limitless. Paid advertising opportunities are available in the form of banner ads and sponsored posts. Such efforts are effective, but perhaps a more exciting form of social media marketing comes from the ability to access an exponential number of consumers. If you can create and deliver a message that resonates with a few people, those people will do the communications work for you. Consumers Tweet, share, like, and post your information to others, and the cycle continues. However, this type of marketing does come with a cost; the number of available social media networks is growing, which causes a fragmentation in your ability to market to users. Manufacturers are now hiring social media experts to create systemic approaches to online marketing.

Social media lends itself well to targeted campaigns, especially for manufacturers looking to build excitement around a new product release. Many manufacturers are using social media to include consumers in the product launches. For example, some companies build a list of influential bloggers. They provide the bloggers with an upcoming or new product in return for a review. You create a buzz because someone has access to something that others do not. If the person with access is seen as cool or knowledgeable, other people will likely want the item. A blogger that writes in a niche associated with your product is likely to reach readers who are interested in purchasing your item.

You don't always need a middleman like a blogger to engage consumers via social media. Many companies that are using social media for business have discovered the power of contests. Manufacturers can give away free product or related prizes to encourage users to follow their pages or share information with others via social media. This tactic works even if your company doesn't deal directly with the end user. Many manufacturers use contests or discounts to motivate dealers to share product information on websites, blogs, or social media sites.

The purpose of social media is to engage other users. The best ways to get your target audience interested are to publish interesting or useful content, sponsor contests, and interact with others. Other successful social media campaigns have included surveys, videos, and photos. For more information about using social media as a manufacturing company or to share your own thoughts and tips, visit the Nexxt manufacturing community.

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