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Rentschler Leads Social-Media Use

A company in Mason, Ohio, that deals with machine tools may not seem the likeliest candidate for a social-marketing initiative, but Washington and Lee alumnus Mark Rentschler, of the Class of 1982, has made Makino a leader in adopting the new technologies for an old-school industry.

Earlier this year, BtoB Magazine, which focuses on marketing, named Mark one of its 25 Top Digital Marketers for 2011.

Mark has been marketing manager at Makino for 11 years. Not only has he implemented Facebook, Twitter and YouTube strategies for the company, but he also developed a blog, EDM Matters, for keeping people current on the latest technologies and processes. He adopted the webinar format early on. Since Makino offered its first webinar in 2006, the company has offered 150 programs that 10,000 people worldwide have seen.

According to the story about his award, Mark is now experimenting with pay-per-click technology on Bing and Google and has a new LinkedIn program. He’s also getting Makino’s print publication ready for tablet and smartphone viewing.