8 Common Mistakes in B2B Social Media Marketing

Author:

Tom Pick

Source:

You've seen the statistics. Over 90% of B2B decision makers use social media somewhere in their buying process. Two-thirds of B2B marketers have caught on, using social media in their marketing mix. Social media has a direct impact on brand search. Social media is mainstream.
 
And yet, many B2B companies struggle to show results. Part of the problem is that it's difficult to measure ROI with any precision, and part of it is confusion over whether social media is a marketing or PR activity (or something else, like customer service).
 
But the biggest factor is execution: according to a recent MarketingSherpa report, "two-thirds of marketers who work for organizations that have not used any form of social media marketing or PR consider themselves 'very knowledgeable' or 'somewhat knowledgeable' about this emerging strategy. Their overconfidence in unproven ability can doom social media initiatives to failure."
 
Here are eight common mistakes B2B companies make when jumping into social media marketing. Avoid these, and you'll greatly increase your chances of success...