For several years, national manufacturer Crystal Window & Door Systems has developed its social media presence to supplement traditional marketing and communication methods such as print and radio advertising, email, and direct mail. This year, with pandemic shutdowns and reductions of in-person meetings, Crystal has found that its efforts with social media platforms have paid off greatly to keep trade customers, design and construction professionals, and suppliers up to date with the latest company developments at this critical time.
“Our steady growth in social media usage and building our following on each social media platform laid the groundwork for the virtual world of 2020,” says Steve Chen, president of Crystal. “We have been able to stay conveniently connected with our broad national network, and even add new followers as a result of our trade customers sharing Crystal news with their clients.”
While Crystal has had a website for over 20 years, the company started its online social presence with Facebook 10 years ago, and has since added Twitter, Instagram, LinkedIn, and a dedicated YouTube channel. The company posts a wide range of news, events, and information on each site, say officials. The latest large and notable projects across the country are featured regularly, with photos and a brief description of the products supplied. New product introductions, product features, available accessories, and special sales promotions are also common subjects for Crystal social media.
Beyond products and projects, Crystal uses its social media sites to highlight customers and employees, tout company achievements, and announce job opportunities. “Crystal customers and employees enjoy being included in our postings, it’s great for morale,” says Isabella Leung, HR manager for Crystal. “Also, our positive postings reflect the achievement-oriented work environment we offer, so our job postings often get immediate results.”
