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Companies like Summit Racing take advantage of Facebook, Twitter
By Paula Schleis
Beacon Journal business writer
Published on Monday, Jul 06, 2009
But recently, the Tallmadge company realized it was missing out on the hottest gathering spots in cyberspace.
In the past month, Summit Racing has launched a Facebook page, opened a Twitter account, started uploading videos to YouTube, and registered on a popular car network called HubGarage.com.
People who like cars also are the kind of people who like to talk about their love of cars, said company spokesman David Fuller.
''The hot-rod community is all about fun, and we want to be a part of that,'' he said.
In general, a social networking site allows individuals to register free for an account, and then tag other people or businesses to be part of their network. Users can post messages, videos, images and links that can be seen by their ''friends,'' and read material left by those whom they have befriended.
Staci J. Shelton, who coaches companies in the Akron area on how to use social media, said any business can benefit from being on social networking sites.
And that includes businesses people visit in person. Restaurants, for instance, could advertise their specials. Then people who add the restaurant to their network will see what's on the menu while perusing messages from friends and family.
Technology has changed the way people communicate, and if you want them to hear about your company, ''you need to go where the people are,'' Shelton said.
Shelton recommends having a strategy before jumping in.
''Ask yourself, how do I want people to feel about my company, what do I want them to know, what do I want them to do?'' she said.
Then dedicate about an hour a day to logging onto your accounts, reading comments from customers, responding to their questions and posting videos, images or links that you feel would be helpful to them.
But being on Facebook and Twitter is not a substitute for having a company Web site, she said.
''In our culture, that 'dot-com' gives you credibility,'' she said. ''It says I'm a legitimate business.''
Don Philabaum, of the Akron-based Internet Strategies Group, said getting a page on a social networking site is as fundamentally basic as getting in the Yellow Pages.
''Facebook is the new phone book,'' he said, noting the site is expected to reach 300 million users by this fall.
''When you think about it, any business — dentist, church, dry cleaner — will benefit because that's where everybody is at. It's a no-brainer.''
Still, many companies aren't taking advantage, and a generation gap might be to blame.
''I think there's a lot of confusion,'' he said. For instance, Facebook started out as a site for college students, then was opened to the general public. College students are a minority on that site now.
Also, he said, business owners tend to be older and they're used to thinking about marketing and communication in the same ways that might have helped them succeed.
But to add new customers, they need to evolve, Philabaum said.
And that's what Summit Racing did.
At HubGarage.com, a site for the more technical-minded car fans, Fuller can post blogs and long bulletins.
He uses Facebook's multimedia capabilities to post photos, videos, sound files and information about new products.
Twitter, a microblogging service that is sort of like text-messaging online, is a great way ''to send off quick news bursts if we have something to promote,'' Fuller said.
And on YouTube, the company can upload commercials, videos of products being tested, and footage from car shows and races — all of which can be linked to or embedded on other Web sites.
It's difficult to know whether the company's increased presence on such sites has resulted in any sales, but Fuller is content that in a single month, Summit Racing has acquired more than 1,000 Facebook friends and more than 350 Twitter followers.
''We're looking at it as a way to reinforce our brand and image,'' he said.
Summit Racing can be found on:
• Hub Garage: http://www.hubgarage.com/mygarage/summitracing.
• Twitter: http://twitter.com/SummitRacing.
• Facebook: http://www.facebook.com (search for Summit Racing Equipment).
Paula Schleis can be reached at 330-996-3741 or pschleis@thebeaconjournal.com.
Get the full article here.
Comments
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Tallmadge, OH
Posted 07:52 AM, 07/06/2009
I hear from friends in Tallmadge that Summit Racing is looking for a good few people to employ. Checkout their website for their open jobs.
Akron, OH
Posted 01:33 PM, 07/06/2009
Meh.
east of Akron, AA
Posted 11:10 PM, 07/06/2009
I've been a Summit customer since their beginning - and continue to use them as a wholesale customer in Maryland. Quality people, quality service.
