Cover Story: Weird Science
All Things Social
In addition to all of the work it's put into search engine optimization, Steve Spangler Science hasn't forgotten about social media. Central to its social media strategy is Spangler's blog. An early participant in the blogosphere, Spangler began documenting his take on science with a blog in 2003 … albeit unwillingly.
Fortunately, he listened to others around him at the time — most notably Spencer — and now Spangler considers his blog to be "the best marketing tool that we could ever have." The company tracks consumers who frequent the blog, then head directly to the e-commerce site to make purchases, a surprisingly high number.
"Twelve percent to 13 percent of our overall online revenue is generated from the blog," says Spangler, "which is probably 11 percent higher than it should be. But we're in a unique situation: We think with our metrics that they're actually finding posts that have something to do with what they're looking at. Then they're jumping over and buying. There's a number of assumptions that have to go into those kinds of statistics, but it was enough for me to continue to blog."
Spangler's blog serves as the company's social media hub, but it's active in other hot spots as well. Its YouTube channel provides video of various science experiments Spangler has conducted (roughly 400 of them, at last count), and it engages in conversations with consumers on Facebook and Twitter.
Steve Spangler Science is also well-represented on television. Spangler has parlayed his wacky and fun science experiments into several guest appearances on "The Ellen DeGeneres Show," as well as working at the NBC affiliate in Denver for the past 20 years. And if that's not enough exposure, Spangler is a sought-after speaker on the trade show/conference circuit.