Social Media Strategies: Don't Remain 'Anti-Social'

For his part, Scott Cappel thinks that social media is not the place for direct sales, at least not for what still makes up the bulk of many printers' businesses—the consultative sale. "A printer of record has to do a lot of things right," Cappel explains. "We have to really talk to clients to know where there's friction in their business, to take some of the load off their shoulders. Branded e-commerce portals are a great example of this.