Communications Survey: Social Media Plays Limited Role in Fluid Power Marketing Strategy

I recently wrote about my observations of NFPA member company social media usage from an outsider’s perspective. I found that most members have social media accounts that may or may not be regularly used.

The insider’s perspective provided by the recent communications survey measured the importance of social media in members’ marketing plans. The results show that overall, members view social media as part of a well-rounded marketing communications strategy. Even though just over 10 percent of respondents said that social media was very important to their company’s marketing communications strategy, about 40 percent of respondents found it to be somewhat important to strategy. Only around 17 percent said it had no importance at all.

The results show other trends when broken down by company function and size. The majority of respondents in education said that social media was very important to strategy while none said it had no importance. On the other hand, almost half of the distributors who took part in the survey said that social media marketing was somewhat unimportant. Suppliers, manufacturers, and respondents from companies with other primary functions tended to find social media somewhat important to strategy. When looking at size, respondents from both small and large companies tended to find social media somewhat important while those in medium-sized companies generally found social media somewhat unimportant.

For more information contact Katrina Schwarz, NFPA’s Marketing Manager, at

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