Industrial product manufacturers are learning to use social media to build their customer base.

To stay on top of a growing trend that will link it more deeply to its customers, Spirax Sarco Inc. in Blythewood, S.C., has launched its first social media campaign. Embracing Twitter, YouTube and Pinterest, Spirax plans to keep followers up to date with steam-system management news and energy-saving ideas. The company began by tweeting technical tips and training information. Once Spirax’s Twitter account reaches 1,000 followers, the company will give away an iPad3 to one person. To sign up, go to

“We are rapidly moving ahead in the game of social media by creating viral campaigns and creating new customer relations opportunities but not dropping traditional marketing efforts,” says Stephen Gow, marketing director.

The firm’s YouTube channel, located at, includes a growing video library to introduce products and technical information. On Pinterest, visitors can see the latest Spirax products by going to and typing in Spirax Sarco in the search box.