Social media’s implications for B2C (business to consumer) companies are readily apparent: all humans are consumers and more than 350 million people have a Facebook account. It is generally a smart idea for B2C companies, such as major retailers, to get involved with Facebook. The same argument can be made for other social tools, depending on the nature of the business and where their customers live online.
The B2B (business to business) sales process is different, which is why some marketers argue that it has no place in social media. But of those 350 Facebook users (or the millions of people who tweet, read blogs, participate in forums, etc.), are there not customers and potential customers for B2B firms? I cannot think of a solid reason to ignore this vast sea of potential customers.
The following are three keys to social media success for a B2B company:
1. Listen
At the heart of every social media strategy is a listening plan. Are people talking about your business? With a comprehensive listening strategy, you could discover unintended ways people are using your product, help unhappy customers, and stay on top of industry trends. For the “do-it-yourselfer,” using a tool as simple as Google Reader can get you started. Google Reader is much more of a manual process than the tools we use at Catchfire, but it can still give you a taste for what is available.
2. Respond
There are likely dozens of active blogs and forums related to your industry. Seek them out and add your expert knowledge to the conversation. This is a chance to get to know potential customers who are discussing the subjects of your expertise. By putting a strategy in place behind your responses, you will be able to target the most important conversations and track your progress over time.
3. Lead
Whether it’s best for your business to blog, tweet, or post, social media provides a space to be a thought leader. What new developments are taking place in your field? What are you doing that sets your business apart? Do you have a new product line coming out? These topics are a perfect start to creating content online.
You will notice that the three keys are somewhat generic; this is no accident. You have worked tirelessly to give your business its own identity; this identity should carry through in social media efforts. The tools may be different, but most of the rules remain the same when it comes to using social media to communicate with your audience.
If you work in a B2B organization, what are your fears or concerns with social media? Please use the comments section to start the discussion here, or call us at 515.423.0585.
