Social media platforms these days come in a dizzying array, and if you expect to continue to grow your customer base and keep your business humming, every firearms industry professional knows they need to be actively participating in one or more of those available. Facebook and Instagram trend as the most popular ways consumers interact with retailers and range owners these days, but how do you maximize the potential value of these platforms and ensure your time spent working with them returns results?

Michelle Scheuermann

Michelle Scheuermann

Social media expert, podcaster, blogger and popular NSSF retail column writer Michelle Scheueurman answers those questions and more in the SHOT Show University session “Advanced Social Media Techniques for the Firearms Retailer” as part of the Master’s learning track. During this session, Scheueurman will show attendees how to take their current social media skills to the next level, taking a deeper dive into Facebook and Instagram advertising, including how to tweak audience targeting by using Facebook Live, YouTube secrets and more. She’ll also talk about available third-party tools and which ones should take up space on your smartphone, how social media can affect your store or business’s brand reputation, how to activate influencers and employees as brand ambassadors discuss understanding how social media fits into the overall marketing mix to create the results you want.

Scheuermann is a 12-year public relations veteran who began her career as Minnesota’s Gopher State One Call Public Relations Coordinator. From there she relocated to Milwaukee, Wisconsin, to take on the role of Director of Communications for the national cable network Sportsman Channel. During her eight years there, Scheuermann led the network’s PR department, focusing on multiple audiences and designing the network’s social media efforts. Today, her Twitter feed (@ladysportsman) has 6,000 followers and she blogs on her website about her travels and communication observations at She also now runs her own publicity consulting business, BulletProof Communications, LLC, continuing to work with Sportsman Channel and other individuals and companies in the outdoor world and beyond.

Registration for the 2017 SHOT Show, including SHOT Show University course signup, will be available in mid-October. For more information, including current news, added show events and more, visit