Article: Contractors market with social media: community technology yields fresh audiences.

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The changing landscape of the HVACR industry continues to introduce new business and marketing tools challenging contractors to move beyond the traditional. Social media, the Web 2.0 buzzword of the millennium, is one of those tools that not only offers contractors a way to advertise, but offers a way to interact with their customers. Although it is not completely clear what the successful social media application package for the HVACR industry will look like, it is contractors like Rich Morgan, owner of Magic Touch Mechanical Inc., Mesa, Ariz., and Jay Boyd, owner of Home Air Direct, Anna, Ill., that are leading the charge.

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