16
Tips from the experts on
using social media effectively.
SECRETS
FOR USING
S
ocial media is here
to stay. We all know
that. But with so many
platforms out there,
how do businesses a) navigate
the social media landscape,
and b) get the most value
out of their activity? For a
niche community such as
the foodservice equipment
industry, deriving value from
social media becomes an even
greater challenge.
"When speaking at
conferences, I often get
asked, 'Can social media
help us to reach new clients
or sell more products?' "
says Karen Fewell of the full-
scale marketing firm Digital
Blonde. "Social media on its
own isn't the answer and
there certainly isn't a magic
solution to make social media
work. But what will work is
creating useful, interesting
and informative content that
can be used across a range of
marketing channels."
While it's certainly
possible to buy ads on
Facebook, Twitter and other
feeds, which will draw visi-
tors directly to your website
or product releases, gener-
ally businesses find more
benefits through the indirect
benefits of social media.
"Social media can be a
great research and networking
tool," says Andy Crestodina,
co-founder and strategic di-
rector of Orbit Media Studios,
a web design and interactive
marketing agency in Chicago.
"People buy from those they
TRENDS