SOCIAL MEDIA
Making Social Media Matter
Turning social activity into value for OPE businesses
By Brian Ethridge
Photo credit: © Adobe Stock- escapejaja
In the competitive world of outdoor power equipment, social media is no longer optional. Dealers and customers use digital channels to discover products, research brands and form impressions long before a first call or visit. A thoughtful social strategy can elevate a brand, generate leads and strengthen community ties, but only when it is executed with purpose.
Why social matters in OPE
Decision-makers today expect to find credible, useful content online. LinkedIn remains the dominant platform for B2B engagement, while visual-first channels, such as Instagram and TikTok, are growing in importance for showcasing equipment in action and demonstrating expertise in short, digestible formats. Social media allows OPE businesses to reach buyers where they already spend time, address real problems and build familiarity without relying on constant sales messaging.
Build a consistent content rhythm
Consistency is one of the most overlooked principles in social media. Dealers that post regularly( three to five targeted updates per week) remain top of mind and project reliability. In contrast, dormant pages signal inactivity. Track what performs well, adjust as needed and commit to a posting schedule that matches internal capacity.
Leverage your unique expertise
Daily operations provide a steady source of relevant content. Behind-the-scenes videos of shop preparation, product walkarounds, teardown insights, maintenance tips and brief interviews with technicians or sales staff help humanize a business. Educational content that solves problems builds credibility more effectively than polished product imagery alone. Social media works best as a storytelling channel, not just an advertising outlet.
Balance education, engagement and promotion
Effective feeds rely on clear content pillars, such as: Educational: How-to videos on maintenance, blade replacement or feature explanations. Engagement: Polls or questions that surface customer preferences and challenges. Local stories: Community involvement, staff milestones or customer spotlights Brand voice: Short interviews or real-world demonstrations of equipment performance This balance keeps content useful and avoids the fatigue that comes from constant selling.
34 OPE + March 2026 www. OPE-Plus. com