Do Printing Companies’ Social Media Efforts Increase Sales, Attract New Buyers?

By Julie Shaffer and Mary Garnett

Any social media effort should be part of a larger marketing plan; therefore, any social media ROI discussion is only part of the evaluation. While Sorrento Mesa Printing and Quad/Graphics are very different print-centric companies, especially in terms of size, both are using social media engagement as part of a larger marketing effort. In both cases, they engaged to enhance customer communication and increase brand exposure (which leads to more mentions and improves search rankings)—all of which leads to sales.

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Companies:
Quad/Graphics

Julie Shaffer Author's page

Julie Shaffer is Vice President, Digital Technologies at Printing Industries of America. She heads up the Digital Printing Council (DPC), as well as the Center for Digital Printing Excellence at Printing Industries headquarters in Sewickley, PA. In her position, Julie plays a lead role in developing programs and tools to help members grow their businesses with digital technologies.

Known for her graphic production expertise, Julie has a 20-plus year background in pre-media and print. She is often called upon for training, presentations and to provide on-site consulting throughout the industry on diverse range of topics, including PDF, color management, digital printing, social media and Web-to-print implementation. Julie is co-author of several books, including "The PDF Print Production Guide" (1st, 2nd and 3rd edition), the "Web-to-Print Primer" and the forthcoming "Field Guide to Social Media."

Mary Garnett Author's page

Printers Monetizing Social Media