Evolving Trends to Reach Buyers
Margit Fawbush, communications manager of BIC Graphic shared some thoughts about social media demographics with me. I found her take very interesting and have asked her to share some of the insights she has learned through the years.
“When I joined this industry in 2008, hardly any of the suppliers had a social media presence. That year I set up Norwood’s [Facebook] and [Twitter] accounts, and a year later (after BIC Graphic and Norwood merged), I started the BIC Graphic pages in parallel. Since we officially rebranded as one company a couple years ago, I happily combined our social media personas, and this has clarified the voice and simplified things.
“A few years ago, the gurus were preaching frequent, prescheduled posts and redundancy. Now it’s about catering to the types of users there are on each network. Facebook users are social; LinkedIn users are there for business; Twitter skews male; Pinterest skews female. It’s about demographics and habits. One size does not fit all. And then there is relevance—content is king. Not just promos. People want trend info, selling tips, industry data and more. It can be a full time job—but for most companies, it’s something that gets maybe 15 to 20 percent of a person’s time—not nearly enough.
“Suppliers are constantly walking a fine line. It’s not about how many “likes” or followers you have—it’s about how many are qualified— distributors that care about what you’re talking about. And in order to keep their interest, you absolutely have to keep mixing it up. We respect our distributors’ time and strive to give them an interesting combination of promos, trend content, industry info, social media thought-starters selling tools and a little fun. But not everything on every channel. Our current mix is Facebook, Twitter, LinkedIn, Pinterest, YouTube and a blog. The industry’s usage doesn’t warrant adding more at this time.