In today’s digital landscape, social media has transcended its role as a mere communication tool; it has become an essential lifeline connecting brands to their audiences, driving engagement, and fueling growth in ways that traditional marketing methods often cannot match.
This raises an important question for the glass and glazing industry: How essential is social media for business growth?
A recent poll conducted on the USGlass LinkedIn page sheds light on this topic. Running from the last week of August through Labor Day, the poll asked industry professionals to assess the importance of social media to their businesses, offering options ranging from “Very Important” to “Not Important at All.” The results were illuminating: a significant majority of respondents view social media as crucial, with 41% rating it as “very important” and 40% deeming it “somewhat important.” Only a small fraction—less than 20%—considered it to be of little or no importance.
Industry leaders echo these sentiments. Kurt Miglas, Sales and Marketing Manager at insulbar, emphasizes the vital role social media plays in building brand awareness and engaging directly with target audiences. “A consistent presence reinforces the brand, making it easier to build trust and establish new relationships,” he notes. This perspective highlights the necessity of an active social media strategy in today’s competitive market.
Mika Eronen, a glass specialist at Global Glass Specialists in Finland, points to the value of content in driving engagement. “We aim to offer content that really supports a wider audience within the flat glass industry and its various stakeholders,” he explains, mentioning that technical documents have proven particularly successful. This approach underscores the importance of providing valuable information that resonates with diverse audiences.
Andrew Haring, Chief Marketing Officer at Frameless Hardware Company LLC, further reinforces the idea that social media should be a fundamental component of any marketing strategy. “You need a diverse marketing mix, or you’ll simply miss some people,” he asserts, highlighting the necessity of reaching a broad audience through multiple channels.
However, not all industry professionals share the same enthusiasm for social media. Joanna Anastasio, Marketing Manager at LGM Glass Designs, describes it as a “necessary evil” that aids in client acquisition but admits to disliking the platform. Her experience reflects a common sentiment among some professionals who recognize the utility of social media while grappling with its challenges.
Nicholas Shulsky, President at Stern and Company, expresses skepticism about the benefits of social media for industry representatives. While he acknowledges that the suppliers he represents have dedicated marketing and social media teams, he questions the overall effectiveness of social media engagement for reps in the glazing industry.
Kyzer Thiessen, President of Commercial Glass & Metal, offers a balanced view, recognizing both the advantages and limitations of social media. “In the glazing industry, social media helps get our business in front of people for service work in our local markets,” he states. However, he notes that their efforts in contract jobs have not yielded the same success, indicating that the effectiveness of social media can vary significantly based on the target audience.
When asked which social media platforms have proven most effective for business, LinkedIn emerged as the clear favorite. Haring noted, “LinkedIn has been incredibly effective in engagement for me personally and my company. It’s grounded in professionalism, allowing people to show their human side without devolving into the chaos of platforms like Facebook or X.” Miglas echoed this sentiment, stating, “Definitely, LinkedIn.”
In conclusion, the consensus among glass industry leaders is clear: social media is not just a passing trend; it is a crucial element of business growth. While opinions on its utility and effectiveness may vary, the overwhelming majority recognize its importance in fostering engagement, building brand awareness, and reaching new audiences. As the industry continues to evolve, embracing social media as a key marketing strategy will be essential for companies looking to thrive in an increasingly digital world.
Source: USGlass with additional information added by GlassBalkan
