Manufacturers hope people "like" industrial lubricants

01/7/2013 | Wall Street Journal, The

Industrial companies might not seem an obvious fit for social media marketing, but an increasing number of manufacturers are using Facebook, LinkedIn and YouTube to promote their industrial lubricants, generators and electrical components. Still, it's not always easy to build buzz. "One of the challenges as a manufacturer is that you're not always a household name, so it can be difficult to market and advertise," says William Burrows of Etratech.

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