We all know B2B and B2C marketing and public relations require very different strategies. Most B2B companies can't simply sign up for Facebook and Twitter and automatically attract a legion of loyal followers. If a B2C company has a good product, they'll easily attract fans. If a B2B company has a good product, that can mean nothing in the social media sphere.
Why? Well, if Susie has loves muffins from Muffin Company X, she's very likely to follow them on Twitter and like the company on Facebook. If Susie works for a clothing store and uses a program to help her do inventory in five seconds, while she's happy inventory takes her no time, she won't run off and find the company on social media. Hence the B2B challenge with social media.
I work at a B2B software company right now and I had a big social media dilemma. The consensus I've read is B2B companies aren't sure how to make social media work for them. B2B companies can't give discounts at checkout because pricing is very situational. B2B products often don't get much mainstream attention.
How am I, an entry-level employee right of college, going to use social media to help my company? Besides monitoring industry news and discussion on LinkedIn, how else do I use social media?
It took me a while, but here is how I am approaching social media (LinkedIn is exempt from this strategy since it's already being utilizing):
1) Use social media channels as two-way communication.
This is all about relationship management. I want my company to use social media and engage prospects, current customers and industry players. We need to interact with them and be a good social media neighbor (retweeting, sharing information from others, etc...). Obviously we're not going to promote our direct competitors, but we'll pay attention to the industry magazines, government agencies and other players.
2) Provide compelling content.
There's only so much talking you can do without providing the goods. I want my company to post relevant articles related to our industry. I also provided links to new classes and resources our company provides to customers. New customer case studies will also be content to share.
3) Position company as an opinion leader
My company is pretty well-known in our industry, but we have no social media presence. One of the ways we're going to change this through blogging. I've stated my feeling about blogging before, so I am going to make sure my company doesn't fall into the trap of updating the blog once in a blue moon. My company has people with a ton of industry experience and have fantastic insight to share.
A company can't half-ass their social media effort and expect it to grow overnight. My focus is on cultivating relationships, sharing content and giving our take on the industry. I want the return of investment (ROI) of our social media approach to be better customer, prospect and industry relationships.
This is just the start of my approach. I'm sure it will evolve as time goes on. Does anyone have any advice for a B2B approach to social media? Am I heading in the right direction or am I off my rocker? How do you measure social media ROI as a B2B company?
Recent college graduate (May '10) and entry-level worker writing about my professional and life experiences.
Great post Chris! I think you are taking the right approach with your company. For any business, social media is a great way to interact and reach out to their customers (if used correctly and efficiently). I think you said it best when you said that your focus is on cultivating relationships. I have a feeling I will keep returning to your blog. Keep up the great work!
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