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4th September 2012

Social media for B2B – not relevant is it?

It’s hardly surprising that many businesses are sceptical about the relevance of social media for B2B. The majority of high profile success stories still focus on B2C brands or high volume social support centres and it’s tricky to secure resources when ROI is hard to justify or if senior management just don’t get it.

However, if we think about the nature of B2B, it’s all about relationships, networking, collaborating and being social. So social media has simply created more ways for us to connect and communicate, with individuals or with groups involved in decision-making.

Let’s have a brief look at a few of the ways how:-

  • Profile contacts– sites such as LinkedIn can help you understand what makes key decision-makers tick; their connections and things you have in common to strengthen relationships
  • Keep audiences informed– share whitepapers, sales collateral, videos, presentations and any other material quickly and easily to support every stage of the buying process
  • Find fresh leads– seek out and engage with new business contacts in social communities who show an interest in the type of products and services you provide
  • Collaborate and network– participate in or create focus groups and online communities to share knowledge and get valuable feedback from key customers or prospects, internal experts and partners
  • Show off your expertise – encourage your industry specialists to blog, comment or tweet to provide thought leadership and encourage feedback
  • Boost marketing effectiveness – monitor brand sentiment, manage PR, identify main influencers in your market, increase event content reach, identify best digital advertising placements and competitor benchmarking

The number of social media channels is growing rapidly and not all of them will be relevant to your business – the trick is to first understand your social landscape, the opportunities and the potential impact on culture and resources.

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