The 2020 Mid-Year Economic Update_long

Tip: Make Social Media Another Marketing Channel

Include social media in your overall marketing plan for a consistent and effective voice across channels.

Social media marketing is a challenge for many distributors, in part because they don't understand it, according to Pamela Kan in As Manufacturing Evolves, Learn & Adapt or Be Left Behind. "They need to understand that this is a different and new channel to the market, and they have to learn about it just like any other one," she says. When you make your marketing plan for the year, include social technologies in that plan.

Think about how what you're already saying can be said in a different channel. Your marketing voice should be consistent, regardless of the platform you're using, Kan says.

And you don't have to be everywhere to make effective use of social media in marketing. Think quality, not quantity, Kan says. Though it is important to be active enough to get attention on these platforms.

Also, don't set unrealistic expectations for returns on your social media marketing. "I hear it all the time: 'We tried Twitter, and it didn't work.' But when I ask them how long they did it, they say 'a week,'" she says. "What in this life gives you a return in a week?"


About the Author
Leave a Reply

Leave a Comment

Sign Up for the MDM Update Newsletter

The MDM update newsletter is your best source for news and trends in the wholesale distribution industry.

By subscribing, you are agreeing to MDM’s Privacy Policy.


articles left

This is your last free article

Subscribe to MDM Premium today and get:

  • Unlimited access to
  • 1 year digital subscription, with new issues twice a month
  • Trends analysis, market data and quarterly economic updates
  • Deals on select store products and events


articles left

Want more Premium content from MDM?

Subscribe today and get:

  • New issues twice each month
  • Unlimited access to, including 10+ years of archived data
  • Current trends analysis, market data and economic updates
  • Discounts on select store products and events



You have one free article remaining

Subscribe to MDM Premium to get unlimited access. Your subscription includes:

  • Two new issues a month
  • Access to 10+ years of archived data on
  • Quarterly economic updates, trends analysis and market data
  • Store and event discounts

To continue reading, you must be an MDM Premium subscriber.