Going beyond text-only communications is rapidly growing in importance. Savvy customers are becoming accustomed to getting their information both on-demand and in the format they want. In the future, companies that only “speak” to their audiences via text will find themselves at a major disadvantage. [Read more…]
Planning your B2B social media program is only the first step in a long process. Once you have clearly defined your social media objectives, there are a few other steps that can put you on the right footing for success.
Here is a simple social media checklist for B2B marketers you can use to get things started in the right direction:
- Gain internal support from the top-down. Social media must be embraced at all levels of your organization. This is important for approving an on-going budget and to ensure long-term sustainability of social media programs. In addition, executive participation is often a key requirement for many social media activities.
- View social media participation as an extension of your brand. Many of the same considerations given to content on your company website should be extended to content you publish via social media channels. [Read more…]
With more than 50 million users, LinkedIn is the world’s largest online business social network and is used almost exclusively for business purposes. From a B2B perspective, having a presence on LinkedIn can be instrumental for influencing a broad range of audiences—from prospects and potential employees to industry peers.
The first step on LinkedIn is to create a profile for your executives and business. But there are other ways to increase your visibility and following. LinkedIn’s Groups feature lets you create and join “gated” groups – whether around a specific industry, expertise or product. Joining groups relevant to your business and taking an active part in them will increase networking opportunities. [Read more…]
Why get involved with social media in the first place? That’s the question on the mind of a lot of B2B marketers right now. If the answer is “Because my competitors are doing it,” you probably should wait until you have more concrete goals.
These goals can include:
- Better engaging prospects, customers and others
- Finding additional avenues to market your views, products and culture
- Establishing yourself as a thought leader on a subject
Today, large companies such as Microsoft and Sun have heartily embraced blogging as one way to establish themselves as thought leaders and to better engage customers. Other large companies such as Oracle, meanwhile, have used video-sharing sites for promotional and educational purposes. One 2008 Oracle YouTube video on customer relationship management software, for example, has received more than 1,900 views. [Read more…]
Why are business-to-business (B2B) marketers spending more on social media? For many, they can’t afford not to. Their prospects and customers are already using social media to connect and engage with audiences. The use of social media now surpasses e-mail as the most popular Internet activity, according to a March 2009 study by The Nielsen Co. Further, the report says two-thirds of the world’s Internet users visited a social networking site in 2008. [Read more…]