Issue link: http://palletcentral.uberflip.com/i/713205
38 PalletCentral • July-August 2016 palletcentral.com Nonetheless, the company's focus on building a powerful, recognizable brand depends on engaging followers with useful or entertaining posts. Posts are first published on the company's blog, then promoted through its social media channels, primarily Facebook, Twitter and LinkedIn. Topics vary from business and industry information to posts that celebrate holidays, employees, philanthropy and interactive content, says Angellotti. To stay organized, the company developed an editorial calendar that determines what posts will be published and when. To generate ideas, the company looks to industry news for potential stories. It also promotes industry events. "With each post, we always try to tie-in relevant content on pallets or pallet-related services," says Angellotti. "We get the most feedback or interaction when we have a contest or quiz…the next highest engaging posts are the ones that feature our philanthropy, especially if it is a cause that is near and dear to many folks." These themes are very similar to Nazareth Pallet's successes using social media. For companies starting out with social media, Angellotti recommends setting realistic expectations. "If you're developing a blog, begin with monthly posts. If you're looking to create a Facebook or Twitter page, you'll need to post more frequently, but you can aim for once weekly rather than every day." Also, don't neglect other forms of marketing. At Rose Pallet, social media complements other marketing channels, including email marketing, print advertising, direct-mail and event marketing. The company's vehicles are also wrapped in Rose Pallet logos, so the company's brand is literally on-the-move. All these touchpoints combine to reinforce the brand and a well-known recognized company. PC MARKETING Andy Brown is freelance writer specializing in stories for business publications. He can be reached at andy@methodicalwriting.com or phone: 571-403-1306. The company's focus on building a power ful, recognizable brand depends on engaging followers with useful or enter taining posts. — Amy Angellotti, Rose Pallet