Social Media In the Printing Industry

By Andrew Paparozzi
In April 23, 2010

Many industries are using social media to develop their customer relationships and establish expertise in their marketplace. Now, in the face of structural change, our industry will have to do the same and connect with current and potential clients like never before.

A recent NAPL State of the Industry survey asked participants to describe social media’s role in their company. Sixty percent (60.0%) responded that they are not currently using social media, and only 38.5% stated that they are currently using social media. If we examine the composition of the 60.0%, we see that 24.4% plan to utilize social media in the next three years, 17.8% do not, and 17.8% are not familiar enough with social media to respond. Moreover, when asked participants in our research to rate their knowledge of social media for potential business applications on a scale of 1 (lowest) to 10 (highest), 61.8% rated their knowledge 4 or less, while only 12.5% rated their knowledge 7 or higher.

So, what does this all mean? As emphasized in the NAPL State of the Industry: Strategic Perspective 2010, given the depth of the recession, it’s understandable that social media isn’t a top priority right now. But it is too important to ignore because participation in the recovery ahead “will be about building relationships and establishing expertise by listening, learning, asking questions, and answering questions. And, whether we like it or not, social media … is increasingly how all that happens.”

How are you utilizing social media? Please tell us in the comment section below.

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Andrew Paparozzi

Epicomm's Andrew Paparozzi, Vice President/Chief Economist, is well-known for his accurate and thoughtful discussions on the economy and US commercial printing industry. A foremost author and speaker on economic business trends in the printing industry, Paparozzi heads Epicomm's Printing Economic Research Center.

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