What is about some organisations' social media strategy that makes them so successful?
There are a number of strategies and models out there but time and time again there are two attributes the major players use to really engage their audience. I believe that whatever model you choose the following two elements cannot be overemphasized for achieving successful interaction and participation.
1. First I think that audience participation is critical. If you want to achieve a significant level of interaction than posts should always speak to your target audience needs.
2. Secondly I think that companies who mine their history to continually tell the story of the business in an engaging way are able to convert people with less effort.
Ensure you have a good media plan in place as that is the key to driving whatever attributes that you deem to be successful.
B2B social media pitfalls
As we're considering strategy, I thought I'd end this post by looking at some of the pitfalls that afflict B2B marketers when pulling a social media strategy together. Squarely the challenges fall into three categories; what to say, to who, where.
1. Don’t leave it to one person to handle. There needs to be a team effort to designing and implementing a social media strategy that may extend beyond different timezones, sectors, audiences and content.
2. Don’t leave it to the wrong person or people. That means don't leave it to the new graduate or intern. Like most initiatives that require company wide engagement and buy-in, it needs senior level backing and resource..
3. Have a plan for content. Identify the dominant industry issues you can help with.
4. Set some metrics to measure success in social media. By tracking vanity metrics like fans, follows, like or using more sophisticated engagement data and tracking conversion through to specific calls to action.
5. Select the right platforms. Where do your target audiences congregate online?
6. Make sure your employees can participate. If you need to have a social media policy, keep it simple but give people a degree of autonomy to use sites in work time and to share content - especially through Linkedin to professional contacts.
7. Integrate social media with business goals and objectives. Sounds simple but how many companies do it? Consider existing customers, prospects, suppliers, employees, recruitment and other third parties you are already communicating with and consider how some platforms might make this easier.
8. Give it time. Remember the 'social' element. Lead generation won't happen overnight. Accept building a brand reputation through social media is a long term game.
What great examples of B2B social media have you seen? What challenges do you face in developing a B2B social media strategy?