NFDA Panelists: Social Media is a Must for Fastener Distributors
FEATURE
NFDA members mingle at Chicago reception in September 2010 (courtesy LINK Magazine)
“Your customers are tweeting about you,” panelist Mike Davis, customer relations manager for HighTower, told the National Fastener Distributors Association program on social media.
“They’re there,” panelist David Panitch, president of the Distribution Board, said of distributors’ customers. “If I’m not answering, they’re going to someone else.”
“Your competitors have a Facebook page,” Davis added.
Panelist Frank Heenan, director of product marketing for Activant Solutions, recommended businesses think of the social media as a “customer service tool.”
Too many executives think of social media as “non-revenue generating,” but costs can be cut with a web-based storefront, Heenan suggested.
“My Account” features can are cheaper than sales reps in the field, Heenan said.
Panitch cited an example of three people in a New York airport line tweeting about delays. Within five minutes the airline had two more gate staff people helping.
“It is a customer service opportunity,” Panitch observed.
Fastenal, Anixter, Würth and Grainger are all using social media, Panitch pointed out. “Don’t let them do it alone.”
Panitch cited statistics to show the importance of social media: There are 133 million bloggers, 500 million tweets per hour and 500 million Facebook pages, with 700 billion minutes spent per month.
Davis noted teenagers are averaging 2,200 texts per month.
Though many think of the social media as youth-oriented, usage is growing fastest in the 50-to-59 age group.
Davis observed that the “economy is turning around and you should have something in place.”
One NFDA member asked about employee abuse of social media during working hours. Heenan suggested “tell employees you have installed monitoring software.”
Panitch recommends a “fluid” social media strategy, because “this is a highly changing and evolving concept.”
More change is coming. Web 3.0 adds intelligent web querying. “Your browser will learn what you like and don’t like.”
“Embrace change, leverage technology, engage your customers and build loyalty,” Panitch advised the NFDA.
“Show you are forward-thinking,” Heenan advised. ©2010 GlobalFastenerNews.com
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