Avoiding 3 Common Mistakes in B2B Social Media Marketing
It’s difficult being caught between the “soft” marketing art of social media and the world of hard B2B metrics. That’s where many B2B social media marketers have found themselves, but as social media evolves, it’s coming into its own as a true driver of company revenue.
There are mistakes to be made, though, if you don’t evolve social to its full potential. These mistakes can not only hurt your credibility in the company but also overall respect for social media as well.
Mistake #1. Keeping social media siloed
Social media marketing can be a lot of company and product updates, customer service fielding and not much else — if you let it.
Take the word “social” to heart and reach out to co-workers in other areas to broaden the value social media marketing has — not only for customers but within your company as well. Including other teams in social media efforts will also help internal understanding about its value.
For example, there was a time when the people in positions that like to quantify things in their relation to the bottom line — data teams, CFOs — were seen as the enemy.
Baseline measurements are important, and as social media has evolved, it’s gotten easier to understand how it relates to the bottom line with real, non-“fluffy” numbers to show.
