Why B-to-B Merchants Should Engage in Social Media

Author:

John Fairley

Source:

Business-to-business merchants are investing in social media: According to Forrester Research, 77% of b-to-b decision makers are active in social media. But it’s a reality that many b-to-b sellers are not yet equipped to handle social media.
 
To help determine capabilities and resources, you need to ask several questions and be prepared to take action. Here are a few things to consider:
 
Will we commit resources dedicated to social media? Social media requires real-time responses. It is almost preferable to have no social media presence than one that lacks authenticity and interaction. Continuously creating and updating content as well as consistent audience engagement in these platforms is critical to deriving real benefit from social media efforts.
 
An ideal company blog, for example, should allow executives at all levels to contribute thought leadership, enhance conversations through comments, and drive visitors to more in-depth content via hyperlinks.
 
Do we understand what networks our customers frequent? To provide enticing social media content to potential customers, you need to find where the conversations are happening, and start conversations of your own in that space.
 
Monitor your brand, your competitors and important industry terms to get started. B-to-b organizations can look for these conversations via LinkedIn Answers and Groups, Google Alerts, Twitter search, SocialMention.com or even Radian6 and Alterian SM2.
 
Do we have realistic and measurable goals? These can include ...
 
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