Always Thinking about B2B Social Media is a Requirement

Your approach to B2B social media must be thoughtful if you are going to be successful in driving business for your B2B company. Marketers and communicators need to focus on how they can make a difference, and that begins with thinking. Can you see the big picture of your organization, your industry and the business world in general? Can you read about examples of other companies’ efforts and think about the takeaways that apply to your company? Can you understand tactic execution plans and make them happen? If your answer to all these questions is yes, please read on, as you will find some value in the articles below.

If there are other things you are thinking about, or have been inspired to think about by a recent article you read, share it in the comments below.

How Social Digital Is Your Company?
from Harvard Business Review blog
Recently, the CEO of Edelman wrote a blog post celebrating a company milestone. In it, he referenced our efforts in the non-analog world as “social digital.” To most, this may seem insignificant because the word “social” is often overused in professional circles. But the addition of “social” to the “digital” is immensely significant because it symbolizes that the current revolution is not only digital, but codependent on social behaviors and interactions from human beings. If the digital revolution was about computers being connected (the internet) then the social-digital revolution is about people being connected (the social web).
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25 business-tastic B2B social media case studies
from Econsultancy blog
I’ve been asked quite a few times over the past couple of weeks for examples of social media marketing being used in a B2B context. This is actually more prevalent than a lot of marketers appear to realise – and is certainly something that’s not new to the marketplace. Here’s some great examples of B2B organisations using social media with commercial purpose. Some are old, some new, some you might be familiar with, others perhaps not.
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4 B2B Social Media & SEO Blunders to Avoid
from TopRank blog
There are some things that you can’t take back: including what you release on the Internet. With over 93% of B2B marketers using social media, online sales has very much become a social business. As marketers we need to do our best to present as well online as we do in person (if not better). Creating an effective online marketing plan amongst all the changes on the social web isn’t easy, but here are a few things you may want to avoid.
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Take the guess work out of B2B guest blogging
from MLT Creative blog
One of the best ways to add more voice and variety to your B2B blog is to open it up to guest bloggers. Your blog may start out with one individual responsible for all of its original content. If that’s showing positive results and attracting engagement from your marketplace, you’re doing a great job. But you can do better.
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The Evolution of Social Business

A business leader doesn’t wake up one day and realize that the B2B organization needs to evolve into a social business. He/she is too busy dealing with immediate issues like increasing market share, revenues; dealing with shareholders and attending board meetings. Often times and over the last 16 years or so, this transformation into a social business has happened organically, in silos; and in response to the social customer.

The social customer is not a new concept. Since the beginning of time (at least in my lifetime), consumers have been sharing their thoughts, opinions, joy, fears and criticisms with their friends, family, community groups, even strangers about the products they love and the ones they hate. And, since the birth of the internet and technology innovation, the social customer has been gaining influence every day.

Many companies recognized the social customer very early on. They realized the need, importance and opportunity of having a more human voice to connect with them. Some companies tried it first with forums and message boards. Then they moved the conversation to MySpace and other social networks – and then graduated on to corporate blogs, Facebook and Twitter. Companies that use these channels to address the social customer, their needs and expectations are what I call a social brand. Some do it well and others are still navigating the complexities of the ever changing, dynamic landscape.

The social customer and this rush to become a social brand has caused internal chaos, and in some cases anarchy, for many organizations today. The challenge of social media ownership, scale, governance, employees running wild on the web, technology adoption, organizations models, change management are discussion points that are happening frequently in the enterprise today. These areas of consideration are what make up a social business.

A social business deals with the internal transformation of an organization and addresses key factors such as social organizational models, culture, internal communications, governance, training, employee activation, global and technology expansion, team dynamics and measurement. It essentially involves an organization to humanize its business operations.

The end result of a successful evolution into a social business is better internal collaboration, innovation, the sharing of best practices, torn down silos, a more open and transparent organization and a more effective social brand. I believe that an organization must first get their “internal houses” in order so that any and all external engagements with the social customer are more meaningful, actionable and ultimately more effective.

What are you doing to help evolve your B2B company into a social business?