Using Social Media to Enhance B2B Communications

The proliferation of social media has finally infiltrated the world of B2B and you know what, it’s not as bad as we thought it would be. I used to think social media and B2B were like the sun and the moon…never the two shall meet.

But, leave it to the web to once again alter the landscape and shake the tree of traditional marketing.  Just as the proliferation of email and websites started to fragment the way in which we could talk to an audience, RSS feeds, Twitter, Facebook and even the blogosphere are providing new ways to talk with those people who are interested in our clients’ products and technologies, and actually engage them in the process.

Isn’t social media for business really just customer relationship management (CRM) on steroids? It does have applicability and gives companies direct feedback from the audience they most want to reach—people looking to buy a product or service. Imagine the impact of harnessing that firsthand input and applying it to product development to meet market needs!

The good news is that even though the pie keeps getting sliced into more pieces, there’s still enough pie to go around.  The bad news is keeping up with it all can be mind boggling.  An easy way to start is to apply these new social media tactics to one aspect of your campaign and grow it from there.  We tend to get our clients’ feet wet by first integrating social media with our PR program.  From there, once you’re familiar with the lay of the land, the process just snowballs and pretty soon, social media has become an integrated, and valuable, part of your marcom program.

So, next time you get friended or someone asks for your Twitter name, remember this is the environment your customers are operating in.  Like it or not (but we’ve come to like it), social media is enhancing B2B communications.

Read the post “Mixing in Social Media” for more info.

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