Be Professional, But Don’t Be Afraid To Be “Social” On Social Media Sites

Interview With Heule Tool Corporation Marketing and Sales Coordinator

Emilie Nerl, Marketing and Sales Coordinator at Heule Tool Corporation

We recently posted an interview with Graham Hargreaves, Marketing Coordinator at CNC Software, Inc. about why and how his company uses social media. That post was so popular we wanted to feature another manufacturing company participating in the social space.  We asked Emilie Nerl, Marketing and Sales Coordinator at Heule Tool Corporation, about her company’s use of the social media platforms, Facebook and YouTube. Both articles include tips on how to use social media, but we want to know how you are using social media in your company. Let us know by commenting below!

1. Why did you start using social media?

Heule Tool Corporation began using social media in 2008 with YouTube as a means to showcase product videos. This format allowed the easy-to-integrate video that we required for our website and increased our search result success with keywords on the YouTube site. With social media gaining popularity in the business environment, Heule recognized the opportunity to showcase our products, videos, catalogs and increase interaction with our customers by utilizing other social media sites as well. Facebook has quickly become a great tool for marketing products as well as collaborating with customers and professional organizations. The ability to keep such close contact with those interested in Heule products is a significant milestone for our marketing.

2. Which platforms meet your objectives the best and why?

YouTube remains an important platform for Heule due to the complexity of our tools and the significance of their impact on productivity and efficiency. Utilizing video of our tools in action quickly demonstrates their function and efficiency in contrast to alternative methods. Facebook also allows video, but is most effective for Heule in the ability to connect to our audience, share information and receive comments and feedback. The ease of sharing and suggesting our page is a significant attribute and we rely on it to grow our viewership along with the inclusion of Facebook icons in our advertising and on our website. Our audience enjoys our posts and appreciates our consistent but conservative schedule of posting two or three times a week as not to overwhelm them with information.

3) How do you handle the concerns (ROI, time, etc.) some have about use of social media in business?

As with many business tools that are also used in people’s personal lives there is an inherent risk of abuse. Just like the cell phone and the draw of the internet itself continue to tempt workers to inefficient behavior, the benefits outweigh those risks in most instances. The personal responsibility and accountability of employees determines how the tools that they have access to are used, and as business technology continues to evolve this is an increasingly important characteristic to look for in an employee.

4) What is the best way for a manufacturer to start using social media?

Short of just getting started, it can be very beneficial to ask the advice of another manufacturer regarding how they implemented and manage their social media. Ask if there is anything they would have done differently, what was the most difficult aspect, and what are the “simple things” that can cause big headaches if not done properly. Be professional, but don’t be afraid to be “social” on social media sites. The personal connection is a key attribute of this media and people react when you are involved and when you discuss, educate and promote.