Social media use in the specialty-equipment is growing; 68% of companies surveyed by SEMA use Facebook, Twitter and similar sites in their marketing efforts.

Still think social media is a kid's game, not something you—let alone your business—need to take serious? Might want to think again. Your competitors are.

A SEMA study of social-media use among the specialty-equipment industry shows that 68% of companies surveyed use some form of social media in their marketing efforts. Not surprisingly, Facebook is the killer app for most of these efforts, with a full 97% of companies saying they use it.

Other important channels include YouTube (68%), automotive forums (65%) and Twitter (61%). MySpace, however, appears to be losing the dominance it once enjoyed, with only 37% of companies using it.

When asked to list the top five channels for marketing resources, 51% listed social media among their top five mediums, along with trade shows (51%) and e-mail marketing (49%). Website marketing is still strongest, however, at 86%.

The key reason most industry companies use social media? Increasing web traffic is most important (82%), with staying connected with customers a close second (80%). Distributing company and product news is also key (72%), almost equal to the goal of using it to increase sales (71%).

Measuring ROI on social media efforts and making sense of the connections is more difficult business, however. About 45% of specialty-equipment companies surveyed measure ROI on their soc-media efforts, the most common reasons that they don't measure ROI are that they “don’t see value” (38%) or “don't know where to start.”

This is about on par with other industries. A 2010 Marketing Sherpa social media benchmark report shows that 44% of companies in other industries take advantage of free measuring tools such as Google Analytics and Social Mention.

The digital marketing trend shows no signs of abating, however, as 74% of those surveyed expect to shift some marketing resources from traditional to digital media this year (nearly half expecting to shift “a lot” of resources to digital).

Still, some aren’t buying into the phenomenon; 17% have blocked social media websites from their workplace.

For more market insight, visit www.sema.org/research.

Social media use in the specialty-equipment is growing; 68% of companies surveyed by SEMA use Facebook, Twitter and similar sites in their marketing efforts.

Still think social media is a kid's game, not something you—let alone your business—need to take serious? Might want to think again. Your competitors are.

A SEMA study of social-media use among the specialty-equipment industry shows that 68% of companies surveyed use some form of social media in their marketing efforts. Not surprisingly, Facebook is the killer app for most of these efforts, with a full 97% of companies saying they use it.

Other important channels include YouTube (68%), automotive forums (65%) and Twitter (61%). MySpace, however, appears to be losing the dominance it once enjoyed, with only 37% of companies using it.

When asked to list the top five channels for marketing resources, 51% listed social media among their top five mediums, along with trade shows (51%) and e-mail marketing (49%). Website marketing is still strongest, however, at 86%.

The key reason most industry companies use social media? Increasing web traffic is most important (82%), with staying connected with customers a close second (80%). Distributing company and product news is also key (72%), almost equal to the goal of using it to increase sales (71%).

Measuring ROI on social media efforts and making sense of the connections is more difficult business, however. About 45% of specialty-equipment companies surveyed measure ROI on their soc-media efforts, the most common reasons that they don't measure ROI are that they “don’t see value” (38%) or “don't know where to start.”

This is about on par with other industries. A 2010 Marketing Sherpa social media benchmark report shows that 44% of companies in other industries take advantage of free measuring tools such as Google Analytics and Social Mention.

The digital marketing trend shows no signs of abating, however, as 74% of those surveyed expect to shift some marketing resources from traditional to digital media this year (nearly half expecting to shift “a lot” of resources to digital).

Still, some aren’t buying into the phenomenon; 17% have blocked social media websites from their workplace.

For more market insight, visit www.sema.org/research.

Social media use in the specialty-equipment is growing; 68% of companies surveyed by SEMA use Facebook, Twitter and similar sites in their marketing efforts.

Still think social media is a kid's game, not something you—let alone your business—need to take serious? Might want to think again. Your competitors are.

A SEMA study of social-media use among the specialty-equipment industry shows that 68% of companies surveyed use some form of social media in their marketing efforts. Not surprisingly, Facebook is the killer app for most of these efforts, with a full 97% of companies saying they use it.

Other important channels include YouTube (68%), automotive forums (65%) and Twitter (61%). MySpace, however, appears to be losing the dominance it once enjoyed, with only 37% of companies using it.

When asked to list the top five channels for marketing resources, 51% listed social media among their top five mediums, along with trade shows (51%) and e-mail marketing (49%). Website marketing is still strongest, however, at 86%.

The key reason most industry companies use social media? Increasing web traffic is most important (82%), with staying connected with customers a close second (80%). Distributing company and product news is also key (72%), almost equal to the goal of using it to increase sales (71%).

Measuring ROI on social media efforts and making sense of the connections is more difficult business, however. About 45% of specialty-equipment companies surveyed measure ROI on their soc-media efforts, the most common reasons that they don't measure ROI are that they “don’t see value” (38%) or “don't know where to start.”

This is about on par with other industries. A 2010 Marketing Sherpa social media benchmark report shows that 44% of companies in other industries take advantage of free measuring tools such as Google Analytics and Social Mention.

The digital marketing trend shows no signs of abating, however, as 74% of those surveyed expect to shift some marketing resources from traditional to digital media this year (nearly half expecting to shift “a lot” of resources to digital).

Still, some aren’t buying into the phenomenon; 17% have blocked social media websites from their workplace.

For more market insight, visit www.sema.org/research.

Social media use in the specialty-equipment is growing; 68% of companies surveyed by SEMA use Facebook, Twitter and similar sites in their marketing efforts.

Still think social media is a kid's game, not something you—let alone your business—need to take serious? Might want to think again. Your competitors are.

A SEMA study of social-media use among the specialty-equipment industry shows that 68% of companies surveyed use some form of social media in their marketing efforts. Not surprisingly, Facebook is the killer app for most of these efforts, with a full 97% of companies saying they use it.

Other important channels include YouTube (68%), automotive forums (65%) and Twitter (61%). MySpace, however, appears to be losing the dominance it once enjoyed, with only 37% of companies using it.

When asked to list the top five channels for marketing resources, 51% listed social media among their top five mediums, along with trade shows (51%) and e-mail marketing (49%). Website marketing is still strongest, however, at 86%.

The key reason most industry companies use social media? Increasing web traffic is most important (82%), with staying connected with customers a close second (80%). Distributing company and product news is also key (72%), almost equal to the goal of using it to increase sales (71%).

Measuring ROI on social media efforts and making sense of the connections is more difficult business, however. About 45% of specialty-equipment companies surveyed measure ROI on their soc-media efforts, the most common reasons that they don't measure ROI are that they “don’t see value” (38%) or “don't know where to start.”

This is about on par with other industries. A 2010 Marketing Sherpa social media benchmark report shows that 44% of companies in other industries take advantage of free measuring tools such as Google Analytics and Social Mention.

The digital marketing trend shows no signs of abating, however, as 74% of those surveyed expect to shift some marketing resources from traditional to digital media this year (nearly half expecting to shift “a lot” of resources to digital).

Still, some aren’t buying into the phenomenon; 17% have blocked social media websites from their workplace.

For more market insight, visit www.sema.org/research.

Social media use in the specialty-equipment is growing; 68% of companies surveyed by SEMA use Facebook, Twitter and similar sites in their marketing efforts.

Still think social media is a kid's game, not something you—let alone your business—need to take serious? Might want to think again. Your competitors are.

A SEMA study of social-media use among the specialty-equipment industry shows that 68% of companies surveyed use some form of social media in their marketing efforts. Not surprisingly, Facebook is the killer app for most of these efforts, with a full 97% of companies saying they use it.

Other important channels include YouTube (68%), automotive forums (65%) and Twitter (61%). MySpace, however, appears to be losing the dominance it once enjoyed, with only 37% of companies using it.

When asked to list the top five channels for marketing resources, 51% listed social media among their top five mediums, along with trade shows (51%) and e-mail marketing (49%). Website marketing is still strongest, however, at 86%.

The key reason most industry companies use social media? Increasing web traffic is most important (82%), with staying connected with customers a close second (80%). Distributing company and product news is also key (72%), almost equal to the goal of using it to increase sales (71%).

Measuring ROI on social media efforts and making sense of the connections is more difficult business, however. About 45% of specialty-equipment companies surveyed measure ROI on their soc-media efforts, the most common reasons that they don't measure ROI are that they “don’t see value” (38%) or “don't know where to start.”

This is about on par with other industries. A 2010 Marketing Sherpa social media benchmark report shows that 44% of companies in other industries take advantage of free measuring tools such as Google Analytics and Social Mention.

The digital marketing trend shows no signs of abating, however, as 74% of those surveyed expect to shift some marketing resources from traditional to digital media this year (nearly half expecting to shift “a lot” of resources to digital).

Still, some aren’t buying into the phenomenon; 17% have blocked social media websites from their workplace.

For more market insight, visit www.sema.org/research.

Social media use in the specialty-equipment is growing; 68% of companies surveyed by SEMA use Facebook, Twitter and similar sites in their marketing efforts.

Still think social media is a kid's game, not something you—let alone your business—need to take serious? Might want to think again. Your competitors are.

A SEMA study of social-media use among the specialty-equipment industry shows that 68% of companies surveyed use some form of social media in their marketing efforts. Not surprisingly, Facebook is the killer app for most of these efforts, with a full 97% of companies saying they use it.

Other important channels include YouTube (68%), automotive forums (65%) and Twitter (61%). MySpace, however, appears to be losing the dominance it once enjoyed, with only 37% of companies using it.

When asked to list the top five channels for marketing resources, 51% listed social media among their top five mediums, along with trade shows (51%) and e-mail marketing (49%). Website marketing is still strongest, however, at 86%.

The key reason most industry companies use social media? Increasing web traffic is most important (82%), with staying connected with customers a close second (80%). Distributing company and product news is also key (72%), almost equal to the goal of using it to increase sales (71%).

Measuring ROI on social media efforts and making sense of the connections is more difficult business, however. About 45% of specialty-equipment companies surveyed measure ROI on their soc-media efforts, the most common reasons that they don't measure ROI are that they “don’t see value” (38%) or “don't know where to start.”

This is about on par with other industries. A 2010 Marketing Sherpa social media benchmark report shows that 44% of companies in other industries take advantage of free measuring tools such as Google Analytics and Social Mention.

The digital marketing trend shows no signs of abating, however, as 74% of those surveyed expect to shift some marketing resources from traditional to digital media this year (nearly half expecting to shift “a lot” of resources to digital).

Still, some aren’t buying into the phenomenon; 17% have blocked social media websites from their workplace.

For more market insight, visit www.sema.org/research.

Social media use in the specialty-equipment is growing; 68% of companies surveyed by SEMA use Facebook, Twitter and similar sites in their marketing efforts.

Still think social media is a kid's game, not something you—let alone your business—need to take serious? Might want to think again. Your competitors are.

A SEMA study of social-media use among the specialty-equipment industry shows that 68% of companies surveyed use some form of social media in their marketing efforts. Not surprisingly, Facebook is the killer app for most of these efforts, with a full 97% of companies saying they use it.

Other important channels include YouTube (68%), automotive forums (65%) and Twitter (61%). MySpace, however, appears to be losing the dominance it once enjoyed, with only 37% of companies using it.

When asked to list the top five channels for marketing resources, 51% listed social media among their top five mediums, along with trade shows (51%) and e-mail marketing (49%). Website marketing is still strongest, however, at 86%.

The key reason most industry companies use social media? Increasing web traffic is most important (82%), with staying connected with customers a close second (80%). Distributing company and product news is also key (72%), almost equal to the goal of using it to increase sales (71%).

Measuring ROI on social media efforts and making sense of the connections is more difficult business, however. About 45% of specialty-equipment companies surveyed measure ROI on their soc-media efforts, the most common reasons that they don't measure ROI are that they “don’t see value” (38%) or “don't know where to start.”

This is about on par with other industries. A 2010 Marketing Sherpa social media benchmark report shows that 44% of companies in other industries take advantage of free measuring tools such as Google Analytics and Social Mention.

The digital marketing trend shows no signs of abating, however, as 74% of those surveyed expect to shift some marketing resources from traditional to digital media this year (nearly half expecting to shift “a lot” of resources to digital).

Still, some aren’t buying into the phenomenon; 17% have blocked social media websites from their workplace.

For more market insight, visit www.sema.org/research.

Social media use in the specialty-equipment is growing; 68% of companies surveyed by SEMA use Facebook, Twitter and similar sites in their marketing efforts.

Still think social media is a kid's game, not something you—let alone your business—need to take serious? Might want to think again. Your competitors are.

A SEMA study of social-media use among the specialty-equipment industry shows that 68% of companies surveyed use some form of social media in their marketing efforts. Not surprisingly, Facebook is the killer app for most of these efforts, with a full 97% of companies saying they use it.

Other important channels include YouTube (68%), automotive forums (65%) and Twitter (61%). MySpace, however, appears to be losing the dominance it once enjoyed, with only 37% of companies using it.

When asked to list the top five channels for marketing resources, 51% listed social media among their top five mediums, along with trade shows (51%) and e-mail marketing (49%). Website marketing is still strongest, however, at 86%.

The key reason most industry companies use social media? Increasing web traffic is most important (82%), with staying connected with customers a close second (80%). Distributing company and product news is also key (72%), almost equal to the goal of using it to increase sales (71%).

Measuring ROI on social media efforts and making sense of the connections is more difficult business, however. About 45% of specialty-equipment companies surveyed measure ROI on their soc-media efforts, the most common reasons that they don't measure ROI are that they “don’t see value” (38%) or “don't know where to start.”

This is about on par with other industries. A 2010 Marketing Sherpa social media benchmark report shows that 44% of companies in other industries take advantage of free measuring tools such as Google Analytics and Social Mention.

The digital marketing trend shows no signs of abating, however, as 74% of those surveyed expect to shift some marketing resources from traditional to digital media this year (nearly half expecting to shift “a lot” of resources to digital).

Still, some aren’t buying into the phenomenon; 17% have blocked social media websites from their workplace.

For more market insight, visit www.sema.org/research.

Go Rhino! Products named Kathryn Gallagher its marketing manager. She will manage advertising, events, marketing and branding efforts for all Iddea brands, including Reflections and Big Country Truck Accessories. Gallagher has 11 years experience in the automotive aftermarket industry, working with companies such as Advanstar Communications and CEC Wheels. She is also a member of SEMA Businesswomen’s Network (SBN) and the SEMA Young Executives Network (YEN).

Holley Performance Products hired John Sonnefeldt as director of sales. He joins Holley with more than 15 years of experience in the performance aftermarket. He is an avid car enthusiast who has built and displays an award-winning '71 resto-mod Chevelle.

Off Road Industry Magazine recently named Alloy USA’s Yoke Conversion Kits to its list of “10 Best Products for 2010.” Alloy USA is exclusively distributed by OMIX-ADA Inc. Read why the Yoke Conversion Kit was selected as one of the 10 best.

National Parts Wholesaler has selected Edgenet's data services for product-information management and distribution for www.SearchParts.com. According to National Parts Wholesaler, Edgenet will help customers of SearchParts.com locate the quality data needed to make informed purchasing decisions.

John York has joined the Federated Auto Parts management team as corporate comptroller. York began his aftermarket career working for Perfection Hy-Test, where he held various positions including financial analyst, regional sales manager, assistant comptroller and, most recently, sales manager – traditional business.

Steve Millen, veteran race car champion and the founder and president/CEO of STILLEN, will participate in the professional category of the Toyota Pro/Celebrity Race. The event is part of the 36th annual Toyota Grand Prix of Long Beach, set for Saturday, April 17, 2010. Get the complete story here.

ID Agency’s recent open house and automotive photography exhibition featured custom cars and the works of DC Chavez, Mo Satarzadeh, Joey Redmond, Michael Carrillo, and Estevan Oriol, and appearances by Formula Drift drivers Chris Forsberg and Dai Yoshihara. The Los Angeles marketing firm counts Falken Tire, Brembo and Formula Drift among its specialty-equipment industry clients. 

Chevy Volt prototypes roaming the streets with non-production lights and absent trim against flat black or gray paint jobs, are nothing new. Brenda Priddy and her spy-shooting associates have seen hundreds. But a showroom-ready tester out in the wild is something more unusual.

"It's been a long wait for this revolutionary vehicle from GM, but these latest photos show the Volt is now in the last stages of validation," Priddy says, adding a hope that the "Volt" window stickers are optional. Production should start in November 2010 at GM's Hamtramck Assembly Plant in Detroit.

Photos copyright Brenda Priddy & Company. Reuse or reproduction without copyright holder's consent is prohibited.