Social media has entered the mainstream, providing new opportunities for print service providers that build the right infrastructure and marketing strategies. Your customers want to have conversations about their company and brand. As a critical component of the marketing mix, print service providers must offer services that support clients in integrating social media into the marketing mix.

According to InfoTrends' 2011 study entitled The Evolution of the Cross-Media and Marketing Services Provider, the next major online service that providers were planning on adding to their marketing services portfolio is social media support. A survey of a 166 service providers that are currently offering cross-media capability to clients indicated that 40% are currently providing social media support. Meanwhile, another 36% are planning to expand social media capabilities in the next 12 months. These providers understand that it will be a competitive differentiator.

Figure 1: Does your operation offer any of the following online services to customers?

The rationale for adding social media services is very compelling. It's the new word-of-mouth machine that drives customer perceptions and purchasing decisions. Your customers want to be actively involved in the conversation. This means they want a partner who can offer social media solutions that generate a positive return on investment. Marketing service providers are currently offering an array of new social media services to their customers. Some examples are outlined below.

Consulting that Turns Fans into Customers
Marketing service providers are hiring social media experts ranging from new college graduates to individuals with experience in growing internet audiences by entertaining and educating customers. These consultants work with clients to plan a strategy that will not just bring in fans, but will generate real leads and build brand loyalty.

Management across Multiple Platforms
Once a strategy is well-established, marketing service providers work with clients to establish presence on an array of social networks that provide the most benefit to the client's business. Options include Facebook, Twitter, LinkedIn, Google+, Pinterest, and FourSquare.

Assistance with Publishing Fresh Interactive Content Daily
No discussion of social marketing is complete without a discussion on content. Experts say that content is the Yin to the Yang of social media. It is a critical component of success for your customers as well as their businesses. Making the most of social media requires regular activity. Service providers are working with clients on content strategy and identifying content sources so that their customers can focus on running your business. Car dealerships, restaurants, insurance agencies, and dentists alike will look across a number of different verticals, hire freelance writers, or use content that the client has developed to help keep the site fresh.

Custom Campaigns Utilizing Facebook Applications
Marketing service providers are supporting Facebook applications to enhance the look of the client's site and adding another level of interactivity for customers. They might help clients run polls, add coupons, and embed YouTube videos and Pinterest images directly into your Facebook page for easy access.

Turning Prospects into Customers
Social networking isn't just about talking-it's about generating leads for your customer's business. Success providers are working with clients on lead capture campaigns that involve not just fans or tweets but also include e-mail addresses, names and addresses of prospects, and cellular phone numbers. This data is then provided to clients so they can turn prospects into customers.

Analytics
It all comes down to the bottom line. Providers are gathering business intelligence by tracking the effectiveness of individual campaign elements. Metrics include liking, sharing, and retweeting as prospects reveal who and where they are.