Balance: A personal touch helps with social media. So does knowing when to be quiet

Social media can be a cesspool. It can also be an open line of communication directly between customers and companies. It all depends on how you use it. Used well, companies can convert social media shares into free advertising. Highlighting employees and work-related perks can help attract talent. Use it poorly, and you can turn off that same talent or those same customers.

It's all about balance. Just as Mom told you to eat your vegetables and not just dessert, it's important to generate a mix of content when posting about your company. And when picking who to follow, it's important to be open to different viewpoints.

This is our third special report on social media in the plastics industry. (We try to avoid duplicating past individuals and companies on the list.) When going through the list of suggested accounts to follow from both PN staff and readers, we try to emphasize those that stand out. Typically, those accounts feature a personal take on business, shine a light on employees or celebrate connections to the community.

There are a lot of accounts out there that mostly consist of reposts of content from elsewhere. There are also accounts that haven't been updated in months or even years. I've run across more than a few that have one post from several years ago — from organizations that I know are very active in the industry elsewhere.

It's not surprising that LinkedIn is the most popular platform for the industry. Plastics News' Sarah Kominek has coverage elsewhere in this issue about companies embracing alternative social media platforms such as TikTok where they can connect with a different audience.

The social media accounts we mention in this week's report are just a slice of what's out there, obviously, but there are a lot more to explore.

I'd suggest to begin by mixing things up. Make sure you don't follow just companies that are in the same business as you. If you're a maker of blow molded packaging, then be sure to see what thermoformers and injection molders are up to. Perhaps you have common problems you can learn from. Or maybe they're getting into a line that you supplied previously.

Follow groups with a different point of view from you. If you follow plastics industry supporter Chris DeArmitt, consider following someone like Judith Enck or Jan Dell — both of them involved in environmental issues but from a very different perspective. Add both the Plastics Industry Association and Greenpeace or Oceana to balance out what each group is saying.

That's not to say that you have to agree with them. And you definitely don't need to argue with them. Think of it as opposition research so you can keep up with what arguments may be used against the industry. (With the caveat that sometimes, for your mental health, you've got to mute people every once in a while. Heck, I have family members I love but need to mute on occasion.)

Social media isn't just a tool to get your message out; it's also a stream to bring in new information. But if you're only hearing familiar echoes from friends in the industry who think like you do, then you're probably missing out.

Rhoda Miel is Plastics News' managing editor. Follow her on Twitter @PNRhodaMiel.