The widespread adoption of social media tools to communicate and share information has significantly changed the landscape for B2B companies. A February 2009 Forrester Research report, "The Social Technographics of Business Buyers," points out that 91 percent of technology decision-makers are social media spectators and, of those, 69 percent are active for business purposes. Additionally, 55 percent have at least one social networking profile and 43 percent are active in creating social media content. Given this information, why is the adoption of social media tactics so uneven throughout B2B circles? For many, it is simply a lack of understanding.
A solid understanding of what social media is, and the impact it can have on a company, can remove some of the trepidation of starting a campaign. The following eight tips lay the foundation for B2B companies considering a social media program.
Be flexible
Develop a plan and obtain executive buy-in. The perceived immaturity of social media as a business medium means you will need more internal advocates than is typical for any other segment of your business. Establish measurements up front and share metrics with the entire organization to continuously assess your program's success, evaluate its business value, and make adjustments dynamically. Ensure you have the best communicators on your team to keep both your employees and your customers abreast of the latest social media developments.
Adopt a brand watchdog
Social media channels can yield valuable information about your publics' perception of the company. By monitoring the conversation about your products, services, executives, brand image, and more, companies can manage their brand before others do it for them. If your company is aware of what is said, and you are active in -- better yet, leading -- the conversation, your company stands a better chance of correcting inaccurate information and marketplace missteps. Take the emotion out of it and respond quickly and with sincerity, as you would via any communication channel.
Engage with the audience
These networks give companies the ability to develop envious customer advocacy programs. By engaging with customers through various channels, and being an active part of the discussion, you gain the power to win new customers, secure a firmer position with existing customers, and create a broader, more loyal following. Social media can help your company dial up the volume of influence over customers and prospects. You may never go back to email follow up again.
Create value through transparency
The transparency these social media outlets encourage, if used wisely, can become highly valuable to the company. By allowing information to be more readily available to your audience, you are able to gain more trust and confidence from customers. Although parameters should be set to ensure that messaging and professionalism is kept intact, the discussion encouraged through outreach efforts can be beneficial.
Personalize the brand
Not only does social media enable hands-on executive accountability and responsibility to customers, shareholders, investors, and other constituents, it also has the ability to personalize executive leadership. Visible CEOs have long been an important part of brand reputation, and increasing executive presence drives further personalization as well as increased transparency.
Expand your circle of influence
Being an active participant in social media allows companies to widen their circle of influence and extend their influence to others. The web is a 24/7 window into information about your company, products, and services. You now have the opportunity to be in front of potential buyers even when you physically cannot be. And, if you are not, your competition will be. Identify where your customers and influencers have an online presence and join in.
Maximize your online effort
Managing your corporate blog or a company Twitter account can provide a real-time testing forum for new business ideas, practices, services, and more. The feedback could even help your company shape a better offering.
Create a direct channel for feedback
Social networks allow B2B executives to build a more customer-centric organization. Creating this channel for customers, partners, and other influencers to provide feedback on your products and services can result in marketplace momentum. Your customers are using and reviewing your products, so why not pick their brain to help give your company a competitive edge?
Do not let your company's reputation be ruled by customer commentary alone. Social media is about connecting -- connecting customers, brands, groups, media, and analysts, and connecting your brand with your reputation via your logo, advertising, representatives, employees, and executives. Even in the current economy, B2B companies can use social media tools to develop stronger ties to their current customers, become leaders in their industries, and emerge a stronger contender when marketplace conditions improve.
Steve McAbee is president and founder of Wunderkind Public Relations.
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