PestWorld - July/August 2016 - (Page 28)
Does Social Media Really
Work for My Company?
BY JEFF FENNER
We have seen good results by sharing
information and positioning ourselves with
customers as expert problem solvers."
- SARA MCKINNEY, MARKETING MANAGER, ACTION PEST CONTROL
PEST WORLD > JULY / AUGUST 2016
ith the advent of social media and
online marketing over the last 10
years, pest management companies
have spent significant time and resources trying
to determine the best social media strategy to
follow and, more importantly, how to measure
the impact of their efforts.
Pest management marketers have also spent
much time and effort debunking myths about
the reach and effectiveness of social media. For
Sara McKinney, marketing manager for Action
Pest Control in Evansville, Indiana, clearing the
smoke around these myths has come through
trial and error.
Action focuses its social media marketing
efforts primarily on Facebook and LinkedIn,
and McKinney says both are useful listening
and learning tools with customers.
Like most marketing managers in the industry, McKinney was sold early on with social
media's potential to be a valuable spoke in the
integrated marketing wheel. And like most of
her peers, she fought the battle with management to prove its worth as not just another line
Part of that battle was trying to determine
just how much of an influencer social media is
with prospective customers. Was it a myth or a
fact that customers responded to social media?
Depending on the research report or social
media expert you listened to at a conference,
that answer differed.
In McKinney's case, debunking the myth
about social media's reach came in the ability
to measure results through analytics and track
how customers were interacting with Action
through social media and by subtly engaging
in the process.
"Social media is definitely an influencer with
customers, but not in the direct way you would
think," says McKinney.
While McKinney maintains a regular schedule of posts, she has discovered real value by
participating in online conversations seeking
recommendations on who to call for pest management services.
continued on page 30
Table of Contents for the Digital Edition of PestWorld - July/August 2016
Message From the President
Down With Data Breaches
Proving Your IPM Service With a Handheld Generated Report
PesTech: Choosing a Mobile Device
Heard From the Hill: Department of Labor Releases Final Overtime Regulations
Marketing Corner: Communicating to the Public About Mosquitoes
Ask the Expert
Membership Programs: Start a More Meaningful Conversation
Mythbusters: Does Social Media Really Work for My Company?
Calendar of Events
Index to Advertisers
PestWorld - July/August 2016