PestWorld - July/August 2016 - (Page 30)

MYTHBUSTERS continued from page 28 We Protect Your Mattress™ M at t re s s S a fe. co m Maximize Your Bed Bug Treatment Program with Mattress Safe® A zipper offset provides... ...a secure lock when hooked. Patented & Bed Bug Certified "Zipper with the Hook"® Bed Bug Certified Mattress Encasements O Provide maximum quality encasements to reflect the quality of your work. O Reduce your customer callbacks. O Trap any missed bed bugs and prevent spreading. O Facilitate an efficient and thorough inspection. O Prevent re-infestation of mattress and box spring. Mattress Safe, Inc. Ph: 770.205.5335 * MattressSafe.com Made in USA > JULY / AUGUST 2016 30 | PEST WORLD 806991_Mattress.indd 1 4/29/16 10:33 PM "We have all seen people on Facebook asking for recommendations for a good plumber, electrician, handyman or pest control company," says McKinney. "When we come across those conversations we share easy-to-follow tips and links to articles or web content that will position us as the experts. It is the digital version of word of mouth marketing." McKinney says one of the advantages of engaging in social media is having instant access to those conversations and being able to respond quickly. And it isn't just McKinney responding. Action's residential and commercial sales representatives and technicians share valuable information such as fact sheets and infographics with clients on Facebook and LinkedIn, and the results have been positive. "We have seen good results by sharing information and positioning ourselves with customers as expert problem solvers," says McKinney. "One of our residential sales representatives told me he sold a termite job based on the termite-related content we shared on social media." McKinney says the instantaneous nature of social media and ease of use-all employees have to do is copy and paste content or links they are provided-allows the company's employees to speak in the same voice and deliver a consistent message. Maintaining reasonable expectations of what social media can and can't do when it comes to lead generation is another valuable lesson McKinney says marketers must learn. For example, do online contests designed to increase likes or add followers really generate legitimate leads that translate into sales? McKinney cautions that the traffic generated from these efforts are hard to qualify and don't often turn into sales. "The question you must ask is are they actually interested in buying a rodent or ant job or are they just looking to win the prize?" says McKinney. "The real value of social media is as a brand building tool and an effective method to drive website traffic." McKinney says Action experimented with advertising on Facebook and while the results were not what they hoped for, they did find a silver lining in the process. "We didn't see an uptick in leads or sales activity with the ads, but did see a positive response from people looking to join our team," says McKinney. "Facebook is a personal outlet, not a business tool with people, and as a result we found it to be a useful recruiting tool and great way to share our culture with people." Mythbusters answer: Social media can work for your company but you must adjust expectations and tactics to realize the full benefit. Using social media content to build your company's credibility and position it as a solution-provider and problem-solver is the ticket to success. ● Jeff Fenner is a partner at B Communications and can be reached at jfenner@b-communications.com. ❱❱ INDEX TO ADVERTISERS BED BUG CONTROL Mattress Safe ............................................. 30 www.mattresssafe.com CHEMICALS & EQUIPMENT Target Specialty Products ... Inside Front Cover www.target-specialty.com BUSINESS OPPORTUNITIES UPG (Unified Purchasing Group) ................... 9 www.UPG.ORG INSECTICIDES McLaughlin Gormley King Company ............. 6 www.mgkpro.com CHEMICAL MANUFACTURERS BASF ................................Outside Back Cover www.pestcontrol.basf.us Central Life Sciences.................................. 15 www.zoecon.com Control Solutions, Inc. .................................. 5 www.controlsolutionsinc.com PEST CONTROL SUPPLIES & EQUIPMENT Amvac Chemical Corp. ........Inside Back Cover www.amvac-chemical.com CHEMICALS Syngenta Professional Products ................... 4 www.SyngentaPMP.com/Arilon RODENT CONTROL Bell Laboratories, Inc.................................. 19 www.belllabs.com PESTICIDES Ensystex, Inc. ............................................... 3 www.for-thor.com http://www.mattresssafe.com http://www.MattressSafe.com http://www.mattresssafe.com http://www.target-specialty.com http://www.UPG.ORG http://www.mgkpro.com http://www.pestcontrol.basf.us http://www.amvac-chemical.com http://www.zoecon.com http://www.for-thor.com http://www.controlsolutionsinc.com http://www.MattressSafe.com http://www.belllabs.com http://www.SyngentaPMP.com/Arilon

Table of Contents for the Digital Edition of PestWorld - July/August 2016

Message From the President
Wearable Devices
Targeted Tech
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

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