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their success, making them aware of new products and innovations, and providing solutions to tough installation challenges. Social media is an extension of that communica- tion. It is a responsibility we don’t take lightly.

What is your social media strategy?

We use Twitter and LinkedIn to

tell AMERICAN’s story, all while driving traffic to the AMERI- CAN News Center and conference exhibits, boosting our search engine rankings and increasing visibility of our brand in the marketplaces and communities we serve.

AMERICAN Cast Iron Pipe Company uses its social media to promote its brand by linking news stories the company has posted to its website.

It creates a great sense of pride when they are explaining their new project or idea and want to use social media to share with the world! Answers submitted via Twitter direct

message by Rachel Arneson, graphic designer/tech assistant.

AMERICAN Cast Iron Pipe Company, (Birmingham, Alabama)

LinkedIn Followers: 2,606 Twitter Followers: 381

Why did you decide to use social media?

In December 2013, we launched

our online News Center that features stories about product installations, new products and innovations, awards and achievements, community involve- ment and more. We had been using LinkedIn for quite some time, and saw Twitter as another channel we could use to tell our story.

When did you decide to use social media?

We joined Twitter in Febru-

ary 2015, and have seen consistent growth. We continue to look for ways to engage our current followers and acquire new ones.

26 | MODERN CASTING February 2017 What benefits have you seen?

Trough social media, we are able to build and maintain relationships, support product launches and raise brand awareness. We are now a part of the conversation. Our stories are seen and shared by our customers, media, local community, employees and industry associations/organizations.

What kind of feedback have you received from customers?

AMERICAN has a long and rich

history of being a go-to resource for ductile iron pipe, and valve and hydrant customers in the waterworks industry. We want to be partners in

What advice would you give companies looking to improve their social media presence?

Keep your messaging consistent and maintain an ongoing presence. Be conversational and keep content diverse by finding a balance between promoting your brand and providing value. Follow people and groups that share your interests—favorite their posts, retweet, actively have conver- sations. Follow trends of the day and look for ways to make a connection to your brand.

Who handles the social media? Is it a designated position?

Social media is handled by our

Communications and Marketing groups. Answers submitted by Crystal

Sorrelle, senior communications specialist, AMERICAN Cast Iron Pipe Company.

“Trough social media, we are able to build and maintain relationships, support

product launches and raise brand awareness. We are now a part of the conversation.” —AMERICAN Cast Iron Pipe Company

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