If you’re reading this blog post, then I’m going to assume that you have some knowledge of social media and know that services such as Facebook, Twitter, Linkedin, Google+, Pinterest, YouTube, Tumblr, Flickr, Vimeo, Reddit, StumbleUpon and Foursquare are social media platforms. These are just some of the more popular ones, but if a business were to implement each one of these services, then that’s a large number of very different channels to stretch content between. Surviving the deluge would be difficult.
And while there has been talk of the worlds of B2B and B2C marketing beginning to converge into B2P (business to person), a number of the platforms mentioned above offer clear advantages to B2C marketers, but not so many obvious advantages for business to business marketing. So how do you decide which platforms to use? How do you stop your content from being spread too thin? How do you ensure people engage? Check out the five basic tips below.
5. Find out which channels your potential customers are already using
Research where your prospects are spending their time talking to their peers and your rivals. If they’re not posting to Facebook, then don’t post to Facebook. If they’re not pinning to Pinterest, then don’t pin to Pinterest. But if they’re Tweeting and joining discussions on LinkedIn – those should be the channels you use to engage them.
4. Keep an eye open on new channels
The sudden rise in popularity of Pinterest this year demonstrates that businesses do need to keep an eye out for the next hot thing. Again, the key here is to again research how other brands and individuals are using it to see if it’s worth investing time and resources in for your own brand. Should it appear to have genuine potential to increase inbound links to your own site or conversations with prospects, it’s worth jumping aboard, but only if you…
3. Monitor ROI
It seems crazy to spend time and resources creating content for different services and then not do a thing about monitoring how well it is received. If you aren’t measuring how many retweets you have on Twitter or how many visits you have to your blog – you won’t know if engagement increases when you post content, or when people are most engaged with your content.
2. Adjust your strategy
Monitoring engagement across channels will give you the means to adjust your social strategy as needed, giving you room to experiment. You may find that eBooks aren’t so well received on LinkedIn as they are for other brands, but that your Pinterest followers eat them up. Google+ may prove fertile ground for obtaining prospects and leads from certain corners of the world, but not others.
1. Please don’t shout
Social media is about engaging with other users. Any strategy needs to make time not only to post links to the great content you’re hoping to disseminate across the Internet, but also to reply to those that talk to your brand and to open dialogue with others by engaging with their content. After all, why should people pay attention to you when you aren’t paying attention to them?
There’s plenty more that businesses can do to optimise their use of social media platforms, but the tips above are a great place to start.