Social media metrics made simple: Pleora’s success with complex products for a complex market

joanne.kiskis    July 4, 2014

Organization Name: Pleora Technologies
Industry: Machine vision, industrial automation, military, medical
Name of contact: Ed Goffin, Content Marketing Manager, Pleora Technologies

Ever wonder about the world of external frame grabbers and embedded video interfaces? Spend your time considering critical factors in interface development? Stay awake at night trying to figure out the right way to transform camera link into USB3?

Well if you don’t, there are tons of people in the machine vision, industrial automation, military and medical industries that do – and Pleora Technologies‘ social media presence is proof indeed.

Pleora is the world’s leading supplier of video interfaces for system manufacturers and camera companies. Formed in 2000, Pleora has gained a well-earned reputation for technology leadership as they have revolutionized the machine vision industry: they  pioneered the development of frame grabbers and embedded hardware for delivery of video over Gigabit Ethernet (GigE), and lead the market in video interfaces for USB 3.0 and wireless.

With a complex product, and selling into complex markets for applications such as  C-arms for image-guided surgery and vetronics systems in military vehicles, to quality inspection of flat-panel TVs and even in-orbit inspection of the Space Shuttle’s heat shield, can be… well complex.

And for many B2B companies this is also the case – getting a complex message out to the right audience is definitely a challenge. With social media, however, this challenge is much easier as followers are connected, and audiences become targeted. And the key is to keep track of your data – not all the data – but you have to start somewhere.

I had a chance to speak with Ed Goffin, Content Marketing Manager at Pleora Technologies about their use of social media: “We can hit a much broader audience that’s actually specifically interested in our technology.” 


Pleora LinkedIn profile – over 750 followers

With a presence on Twitter, Facebook and LinkedIn, Pleora has been able to measure their activity and a steady growth in their following. Over the past year and half, they have measured a Twitter following increase of 36.5%,  Facebook likes increase of 38% and LinkedIn following increase of 73%. Goffin credits the increase in following to the industry relevant content they post on a regular basis.

Many of the posts or tweets from Pleora are about challenges within their market, and/or tips and considerations on how those challenges can be navigated, creating a successful product that meets requirements – no wonder they have attracted a following.


Pleora LinkedIn post – interview with John Butler

Pleora_twitter_military _post

Pleora Twitter page – showing a popular post on military applications

There are a lot of social media tools out there to help track, measure, monitor and listen to the various social media properties that exist out there. The trick is to figure out what actually matters for each particular business, so that all the data isn’t stifling… well… the data. Depending on the size of a company and the resources available to execute strategically,  there may be little opportunity to delve into complex reports or cross references. The point is, that measuring social media does not necessarily mean measuring everything, all the time. There are some basic aspects that require focus – check out this great article that illustrates just that: 5 Social Media Metrics Your Business Should Be Tracking.


Lessons Learned
Grow your audience – use relevant content to attract relevant followers.
2. Repeat your message – using the same message with different vehicles helps to get your message heard.
3. Start measuring – you don’t have to have elaborate reports to see what effects your posts or tweets are having.

Web references

Pleora Technologies

Twitter – Pleora Technologies

Facebook – Pleora Technologies

LinkedIn – Pleora Technologies

5 Social Media Metrics Your Business Should Be Tracking

Submitted By
Joanne Kiskis, SMBP Student, University of Waterloo
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