Wanna Blow Up? Socially, That Is
Why Social Media Savvy Is Your Business, Part 2
Quick recap – last time, we looked at some of the questions you need to ask yourself before you start your B2B social media strategy:
- What social media platforms should you join?
- What are your business goals?
- How do you track your progress?
If you haven’t already, I suggest you read that blog now before you read on
Once you’ve gotten that background, let’s continue.
You may now be anxious to get started, but hold on – there’s still more questions that need answering before you begin in earnest. Let’s just dive in, shall we?
QUESTION 4: What’s Your Competition Doing on Social Media?
Don’t be alarmed, but you may be behind your competitors on the social media front, but there’s a silver lining here: you can take the opportunity to learn from them. Not to replicate what they’re doing, but rather see just how their approaches are working for their business model, understand how they interact with customers and prospects – and determine how successful they’ve been. Treat this with market research importance – which means you’ll need to be thorough in your approach. Check out every platform they’re on. Examine their profiles — what kind of images, company mission statement, employee bios, or other assets are they using? Read through their posts. Are they actively engaging and more importantly – put yourself in the role of their audience. What are they NOT doing that you as an audience member like to see? How are they handling issues and pain points? Take note of their attitude when addressing these problems – pay close attention to audience responses. Is that how you’d handle these situations?
QUESTION 5: What Are the “Big Winners” Doing with Their Social Media?
Don’t limit yourself to what the competition is doing. Widen your scope to the B2B social media champions. They don’t even need to be in your industry – you’re really looking for examples of the best-of-best as examples are what they’re doing and the results they’ve earned. Here’s a couple of possibilities to get you started:
Salesforce has a Twitter account it uses exclusively for one of its products, Pardot. They have frequent interactions with their community and industry influencers can provide videos giving industry tips which Pardot then retweets and shares – it’s content from people their audience likely knows – even follows – and the content shared is highly relevant.
Accounting services provider Bench utilizes Facebook to provide help self-employed business owners who don’t have accounting staffs with information that’s of benefit to their audience as a whole. But they go the extra mile with posts directed to particular business owners, showing everyone just how valuable their expertise can be.1
QUESTION 6: Who’s Going to Handle Your Social Media Accounts?
Yup, if it hasn’t dawned on you yet, this social media stuff is going to take a lot of time and work. Let’s be real – this is a full-time job. If you want to accomplish your established business goals, this will be an ongoing effort. If you’re not going to do it yourself, do you have the staff in place with the expertise (and time!) to deftly shift from platform to platform, regularly and swiftly posting both newsworthy, interesting content, responding to audience inquiries, addressing sudden issues, maintaining ongoing conversations all the while keeping track of the results? Maybe their own your staff right now. But between you and me, that’s not very likely.
There’s just a few more questions to go, but I think you’re already seeing the “big picture” I’m painting of the scope that your social media strategy entails. While you ponder these latest points, come back again for Part 3 of this series.
JOTO PR Disruptors’ social media PR team provides full-time management services that will work within your larger business plan, helping in ensure your messaging is consistent, engaging, and achieves the measurable ROI you’re looking for. Contact us today for a free social media monetization evaluation.
- Jones, Kelsey. “10 Examples of B2B Companies Using Social Media Successfully.” KO Marketing, 27 August 2019, komarketing.com/blog/b2b-social-media-examples/.