Sharing is Caring
We asked seven integrators how they are using social media, and here's what they said.
Michael Silverman, Managing Director, Frankentek, Medford, N.J.
We hired a college student to do our social media. We paid him $18 an hour and in one hour a day, he’d do Twitter, Instagram and Facebook. We call it the Frankentek Daily and it’s everything that we carry, it’s everything we don’t carry, it’s industry updates, it’s technology updates, it’s Apple updates. And at first, people said, “But you don’t carry these brands.” I don’t, but we were educating our followers. He also takes the time to see in our area who our main adjacencies are—car dealerships, luxury brands, all of those people. He’d follow those people and in turn they’d start following us. It turned after about three months to about three calls a month inquiring exactly what we do as a company that netted out to about two-and-a-half customers over a three-month period who spent over $50,000. The investment’s minimal; it’s $18 an hour, five days a week. It’s income for him in college. We’re doing a nice thing. And it’s a great opportunity for all of us to have social media, and, not being involved in social media until now, it’s a learning experience, because it’s the wave of the future.
Brad Whitehead, COO, VIA International, numerous locations
Our marketing team handles social media and uses Facebook and LinkedIn to share news about sales events, as well as various “thoughts of happiness” related to the industry.
Murray Kunis, Principal, Future Home, Los Angeles
With our social media efforts, we don’t try to [reach] clients. We go out to designers. We go out to contractors. The one-percenter clients will not be looking at Instagram or Twitter to hear about the latest amplifier. [So] we are Tweeting to influencers, not to end-users.
Andres Klein, President, Maxicon, Miami
We just started our Facebook. For example, we’re doing our new showroom in the south, so we’re updating people on how we’re doing with that particular project. And people get to track [the project], so we get to get feedback from customers.
In social media, probably our best venue for feedback has been Instagram for everything residential. And we’ve been doing a lot of YouTube videos for digital signage solutions, and those videos have actually gotten traction. [They’re] very simple videos of some of our projects, and those are working great. I’m getting a lot of digital signage leads and vendors are also interested in us, so kind of a nice synergy. YouTube has worked very well for that particular product.
Ken Paulson, Owner, Paulson’s Audio & Video, Farmington Hills, Mich.
We have a person who takes care of social media, including regular updates on various social networks. We realize the importance of it, but it’s hard to wrap our heads around it.
Navot Shoresh, President, Spire Integrated Systems, Troy, Mich.
We use social to show our projects as well as share articles of interest. We have an employee who handles the social media accounts. But we have been working with [HTSA partner] Netsertive to develop a more comprehensive strategy.
David Wexler, Co-Owner, The Little Guys, Mokena, Ill.
We used to focus on Facebook with posts here and there, but we’ve moved more towards Twitter and LinkedIn. We think it is the wave of the future, and needs to be a primary concern. We’ve used the accounts for sales and promotions, but we don’t want to be just that. Lately we’ve been posting articles of interest, including one recently authored by Tom Petty about hi-res audio.