Social Media Strategies: Don't Remain 'Anti-Social'
For his part, Scott Cappel thinks that social media is not the place for direct sales, at least not for what still makes up the bulk of many printers' businesses—the consultative sale. "A printer of record has to do a lot of things right," Cappel explains. "We have to really talk to clients to know where there's friction in their business, to take some of the load off their shoulders. Branded e-commerce portals are a great example of this.
Julie Shaffer is Vice President, Digital Technologies at Printing Industries of America. She heads up the Digital Printing Council (DPC), as well as the Center for Digital Printing Excellence at Printing Industries headquarters in Sewickley, PA. In her position, Julie plays a lead role in developing programs and tools to help members grow their businesses with digital technologies.
Known for her graphic production expertise, Julie has a 20-plus year background in pre-media and print. She is often called upon for training, presentations and to provide on-site consulting throughout the industry on diverse range of topics, including PDF, color management, digital printing, social media and Web-to-print implementation. Julie is co-author of several books, including "The PDF Print Production Guide" (1st, 2nd and 3rd edition), the "Web-to-Print Primer" and the forthcoming "Field Guide to Social Media."
