How Manufacturers Can Create Social Media Content

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How Manufacturers Can Create Social Media Content ...

Social Media, Video and other marketing



Social media content is a great way to enhance our search engine optimization (SEO) as well as providing valuable content to your potential audience. Here are a few tips on how to get started.

Key Considerations:

The most important thing to remember is that you do NOT have to be everywhere. Some people talk about "omni-channel marketing." That term is gaining prominence, but not for good reasons. While the temptation exists to try to be everywhere (omni), the truth is that your business cannot sustain good presence in every channel and, more importantly, your audience or personas are not everywhere. 

The more sophisticated approach of select "multi-channel marketing" remains the better approach. 

To get started with social networking, here are some key things to consider:

Step 1: Frequency

Depending on the platform, frequency matters. For Facebook and Twitter, if someone isn't online and looking at the moment you post, few people will see it. The small way around this is to embed feeds from your Facebook and Twitter accounts on our website. That way, your latest posts will appear there. However, that still depends upon someone actively coming to your website...probably the goal of the social media efforts in the first place.

One of the benefits of using these feeds, however, is that you don't have to go through your webmaster to announce information - snow days, specials, etc. The reach may be limited, but such use also reinforces people following you on Facebook or Twitter in order to get access to these sorts of announcements.

Step 2: Logistics

You may not have a graphic designer in house or want to spend that money. Using a free platform like make creating visually appealing posts, already sized using their templates, incredibly easy.

Step 3: Design

People are used to seeing pretty nature shots with a quote, for example...why not brand your business by uploading images of your production floor, or products coming off the assembly line, or some of your workers proud of what they do. Pick images that reinforce your core brand value and keep copy short and clear.

Consider as a style, though, contrast...such as a tough, billowing furnace from the manufacturing floor with frilly writing. The disconnect helps capture attention.

Do be consistent with your brand so that people can easily recognize your posts amidst the stream of content.

Step 4: Tools

Check out these Android tools, as reviewed by CNET. For the iPhone, Lifehacker suggests these apps. These will help you capture the original images. Check out apps like Pixlr and don't overlook the value of social media site Instagram, where you take the images, edit and share all within the same app.

New apps are always being developed, so be sure to keep an eye out for additional resources. 

Step 5: Content

A good social netowrking plan HAS a plan, and isn't just random. Define your personas - whom are your trying to reach and why? Hopefully your objective is to provide useful, helpful and relevant information. With that in mind, develop your content accordingly. Be authentic and DON'T SELL!


Social media is a wonderful tool to connect and engage with your target audiences. Don't think of it as an opportunity for a sales pitch - it's not! Rather, it is a place where you can show your expertise and become a resource for a broader range of people. You do NOT need to be everywhere. Rather, focus on where your target audience is and develop content for them, where they are.


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