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…]