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Social media has long been a necessity for companies with a consumer audience but its relevance to manufacturing organisations has not always been wholly apparent. Nonetheless, some firms are experimenting with the channels available and finding them to be effective for reaching certain customer groups and decision makers. Zircotec, the Oxfordshire-based developer of specialist thermal management coatings and heatshields, has been exploiting Twitter, Facebook, YouTube and others networking sites to promote its brand and products. To find out exactly how this manufacturer has been successfully using social media - and attracted an audience of some 75,000 to view its videos of ceramic coatings being applied on exhausts - Matthew Beecham caught up with Zircotec's managing director Terry Graham.