Social Media Spotlight: Charlie Scott Design

12 Oct

Charlie Scott DesignThis week on the Social Media Spotlight, we are pleased to introduce a company that prides itself on perfection, not only for their clients, but for their own business. Charlie Scott Design is a company that utilizes cutting edge technologies to provide their clientele with creative branding. We had the pleasure of speaking with the CEO of Charlie Scott Design, Charlie Scott himself, about their social media strategies. Here is what he had to say:

What social media platforms do you currently use?

C: The majority of Charlie Scott Design (CSD) social media communication is done using our Facebook page as a blog, a recent work gallery and as a platform to post relevant industry links. This pushes a 140-character clip and corresponding link to the CSD Twitter account and RSS feed. You can find CSD on Linkedin, but it’s not really our thing.

What value, if any, does social media provide to your business?

C: In the graphics industry, the ability to forecast technology growth and its impact on integration and application is essential to developing/maintaining a successful brand identity. Our “blog” is a channel where we share links of these progressive technologies and explore the potential ways in which these technologies may advance how our clients may communicate with their customers. So, in essence, our blog is a means of showing current and prospective clients how they can stay on the leading edge because we keep them there.

Currently, we do not use social media as a direct selling tool. The value is in the exploration process, acting as a catalyst for more creative and diverse ideas when developing custom graphic strategies with our clients. It’s a medium that we can update with recently completed design projects and connect with some of the companies and campaigns CSD is involved with.

Which social media platform works best for your business?

C: Facebook. Having over 40% of the “social sharing on the web” it seems to be the best option for reaching those interested in following our weekly posts.

How has social media impacted your business in terms of ROI and sales?

C: As a service based industry, the majority our new business development has been through word-of-mouth referrals. Since the Facebook feed and top tweets are featured on our homepage, most visitors are exposed to our posts. But targeting potential clients through social media is not part of our current business strategy.

Do you have any advice for companies who are on the fence about social media?

C: As part of our brand strategy services, we encourage the targeted use of social media by companies and products that can benefit by its organic marketing potential. Though, we frequently offer concern about the generation of responsible content. If used correctly, it can yield exponential growth, but when it isn’t appropriate there is a possibility of a negative reaction. An example of a successful targeting strategy was shown by Chris Meyer’s wedding photography business, which used about $300 of targeted Facebook advertising to generate over $60,000 worth of business. By directing ads only to profiles of women near Minneapolis-St. Paul who listed their martial status as engaged, (The New York Times, November 16th 2009, http://nyti.ms/pZO5uw), he was very profitable.

There is a delicate balance of what is appropriate to post. Frequency, relevancy and quality are all factors that need to be considered while developing and implementing a successfully targeted social media campaign. Aside from outsourcing your campaign to a professional, the best thing you could do is review the post before hitting submit (sending it to a friend or co-worker is even better). Develop and use a plan to make sure all public communication is on target. Having a series of checks and approvals will prevent the posting of material that may be unclear, irrelevant, or in worst cases, offensive. A very public example is when Chrysler Auto’s posted a tweet that contained an obscenity (Mashable.com, June 16th 2011, http://on.mash.to/qjWAQl).

Is there any social media strategy that you would like to improve or do differently?

C: Social media has been a great venue to display recent work, inspirations and related links. This is a very one-sided conversation though, and I believe by engaging more with followers when posting, our communication efforts can develop more of a dialogue. We can make our posts more engaging, as well as interact with other company pages to help spark a more effective 2-way conversation.

Speaking with Charlie was a pleasure, and his knowledge of social media and how to properly market a company is spot on. Not only is the Charlie Scott Design team talented, they offer great insight into the creative design industry and know how to engage consumers. We look forward to seeing more of their creative work and projects on their social sites. To find out more about Charlie Scott Design, visit their website here.

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