Because J.S.B. Industries, Chelsea, MA, specializes in other people’s products, it must work hard to get its own story out. For that, it found the Web to be the perfect medium.

“Our corporate website,, shows off our capabilities, community involvement and green initiatives, as well as our products. is our gift store,” explained Roger Piffer, e-commerce marketing director, J.S.B. Industries. “And we have an active strategy to use social media such as Facebook, Twitter, LinkedIn and Pinterest, plus blogs. Our online presence is growing. We’ve put a lot of information out to get more in touch with consumers and commercial accounts.”

For example, the company has more than 100,000 followers in its combined media network.

Lately, J.S.B. posted video and blog feeds directly from community activities such as the Avon Walk and the Chelsea Winter Festival. “We can do communications right from the venues,” he noted.

These activities give J.S.B. more exposure than ever before, and it’s getting the desired result. “Big companies look at us more seriously,” Mr. Piffer said.