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

By Julie Shaffer and Mary Garnett

Determining the Payoff

Here are a few steps to consider as you engage in your own social media program to help measure the ROI of that effort.

Know your own engagement stats. A recent Hubspot study found that 41 percent of B2B companies have acquired a customer on Facebook, and 51 percent of Facebook "fans" are more likely to buy from brand companies that they "like." So, the first step is to ask, how many fans/likes do you have on your Facebook page? Are you talking to your existing clientele, potential new customers, industry peers, or friends and family? On your company Facebook page, how do the "like" numbers compare to your customer list?

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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