In order to compete in today’s economy; it’s becoming increasingly obvious that social media and technology are a vital part of a business’ online marketing mix. It is also widely known that the manufacturing industry has been slow to adopt these practices:
- 81% of B2B companies are using social media, but the manufacturing segment does not comprise a large part of this number.
- Only 33% of global manufacturers plan to increase social media spending in 2012.
These numbers are even lower for smaller manufacturers, yet these companies have the most to gain in developing social media strategies, as much of their new business relies on word-of-mouth. One of the best ways for manufacturers to begin building a stronger share of voice in the social media world is to turn to your supply-chain partners. You will have a much better chance of finding your customers and giving them an opportunity to participate by using your supply chain-partners as a gateway to untapped prospects.
- 18% of manufacturer respondents (out of a total of 60% from all industries surveyed)…
- Have no idea how their primary supply chain vendors/partners are using social media sites or services to interact with customers
- Say their primary supply chain vendors/partners are not using social media sites or services to interact with customers
- 12% of manufacturer respondents (out of a total of 40% from all industries surveyed)…
- Are very familiar with how their primary supply chain vendors/partners are using social media sites or services to interact with customers
- Have a general understanding of how their primary supply chain vendors/partners are using social media sites or services to interact with customers (via PDF: “Research Study: Social CRM in the Supply Chain”)
*Please note: The manufacturing industry was one of 11 industries that responded to the above survey.
Although social media can benefit businesses in all industries, there is one particular challenge facing those in manufacturing. Heightened pressure exists to lower overall standards of quality and reliability as companies struggle to maintain profits. When social media is utilized for a specific product, demand increases, which is considered a good thing in many cases; however, manufacturers are then forced to shorten production times to meet it. As a result, fewer resources are available for quality testing.
Now that you know why you might want to use social media, learn more about how manufacturers should approach social media.
Executive survey: Learn what NE Ohio’s manufacturing decision-makers say about using social media for marketing in Fathom’s executive survey.