Is Social Media a Viable B2B Strategic Option? Considering all the “hubbub” over social media in the past few years, why aren’t more business-to-business companies using social media to promote and expand their businesses? The fact is, many of them are – but many more still hesitate at the thought. As a full-service web design and development company serving Dallas business owners for more than 10 years, Einstein’s Eyes offers the following observations and general counsel:
- Social media isn’t going away. Over 50% of the world’s population is under 30, and 96% of Millennials have joined a social network. As these workers grow into the marketplace, the trend toward social networking will only expand. Check out this video and be prepared to take a deep breath: http://blog.insitefulweb.com/?p=324. Social media is a fact of life.
- Get in the game and start experimenting. If you haven’t already opened a LinkedIn account, cultivated a Facebook following or tweeted among fans at a sporting event, just do it. The more familiar you get with the process, the more comfortable you will become with the nuances of social media. At its core, social media is a simple way for organizations, communities and people to engage in an interactive dialogue using web-based and mobile technologies. There’s no wrong way to begin.
- Before you go deep, develop a social media strategy. Setting practical goals is the best way to keep from wasting time and resources. Start slowly and build a base. For instance, get everyone in your company signed onto LinkedIn and aim to build a contact base of at least 100 connections per employee by quarter’s end. Next quarter, see how many face-to-face meetings you can land using LinkedIn. Next quarter, add your LinkedIn addresses on all business cards and emails. Step by step, you’ll build an integrated presence and begin to see results.
- Do your homework. Best practices in social media change every day. Search the Internet for blogs, articles, webinars and forums on social media. Explore new tools. Would a video series on YouTube boost web hits? How can you get more out of a company blog? What Twitter groups are talking about your industry? The more know, the more you stand to grow using social media.
- Don’t be afraid to ask for help. The time it takes to run a social media campaign can be overwhelming. If necessary, outsource the maintenance of your program. But, keep close tabs on content. Credible content is essential to building a reputation in social B2B. Consider dedicating one person in your organization to oversee company content, then use tools and outsourcing to handle the rest.
For more on this topic, contact us at Einstein’s Eyes. We may not have all the answers, but we can get you started in the right direction.