Social Media Agency, fishbat, Releases Statement Regarding Greeting Card Companies’ Troubles Due to Online Competition

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Following a recent article in the Associated Press detailing the decrease in greeting card company sales from social media competition, fishbat releases a statement pointing out the benefits of using social media.

On October 9, 2012, social media agency, fishbat, reacted to an article talking about the growing number of people sending e- cards over the internet and the impact on the greeting card industry.

According to the Associated Press, the number of greeting cards sold in the U.S. over the last ten years has dropped from 6 billion to 5 billion annually. In a study done by the U.S. Postal Service, greeting card correspondence fell “24 percent between 2002 and 2010 and invitations dropped nearly 25 percent just between 2008 and 2010” reports Associated Press. Associated Press goes on to report that the study associates the decline to "changing demographics and new technologies," and that younger households "both send and receive fewer pieces of correspondence mail because they tend to be early adapters of new and faster communication media." The article reports “Many people now use online photo sites to upload images and write their own greetings.”

Hallmark senior vice president of production Pete Bumey, stated that "competition in our industry is indeed formidable" and that "consumers do have more ways to connect digitally and online and through social media." While card companies have to take into account younger consumers who have been using technology their whole lives, Hallmark has adapted to the changing technologies with an iPhone app. The app “lets people buy and mail cards from their phones. It also partnered with online card service Shutterfly to share designs that consumers can use to build specialized cards online.”

Associated Press interviewed 34 year old Brian Sword of Kansas City, who commented in favor of printed greeting cards stating, "I do think there are a lot of benefits and it does say more when it comes in a paper card format than when it comes even as an online greeting card." "There's just something about receiving that card in the mail and opening it up and having it be a physical card," says Sword.

Sida Li, VP of Internal Operations at fishbat, a social media agency, responded to the article by stating “Social media and other online options are a cheaper, more convenient option than traditional greeting cards. Greeting card makers will be even more threatened now that Facebook has announced its new Gifts platform. Facebook Gifts will allow users to send real gifts, like gift cards, to their friend’s right through Facebook.”

fishbat, Inc. is a full service online marketing firm. Through social media management, search engine optimization (SEO), web design, and public relations, fishbat comes together as a marketing company to spread awareness about your brand and strengthen your corporate image.


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