First Step for B2B Marcom Managers to Dive Into Social Media


Social media is growing at such a rapid pace that B2B marketers who fail to engage within the next 12-18 months could be at a competitive disadvantage. So over the next several months, Integrated Marcom Minute will cover a series of “How To’s” to help you add social media to your integrated marketing communications program.

Listen up!… the first step in social media marketing

In case you missed it, “listen” is the first step in social media marketing. You’ll not only listen to what’s being said about your company, but also the general conversations of interest within your industry. You’re already doing this offline, but not with the scale and scope that social media tools enable. For example, listening using social media tools is the offline equivalent of: (1) simultaneously monitoring the conversations of your prospects and customers and (2) simultaneously monitoring formal and casual conversations taking place at industry association trade shows and conferences. Here’s how it works.

The first step in B2B social media: Set up your listening posts

First, you’ll need your list of keywords and phrases. Hint: these words and phrases should also appear on your website, blog, tweets and all other posts you make. Second, you’ll need your brand terms.

  1. Start by creating a Google Alert. You’ll have to sign up for a Gmail account first. You’ll track your keywords and brand terms here, and anytime they appear in a post on the internet, you’ll receive an email delivered to your gmail account.
  2. Create a Google Blog Search using each term.

    Note: to automate your blog searches, after you’ve received the search results, click on the orange “rss” button and set up a feed. This way you’ll only have to go to one place, Google Reader, to receive all your blog searches.

  3. Conduct a Twitter Search using the same keywords and brand terms. (You’ll need to set up a Twitter account.)

    Remember to check for hash tags (the “#” symbol) too. For example, if you exhibited at an event such as the Consumer Electronics Show (CES) there’s likely to be a hash tag, #CES, which you would place in the Twitter search tool and see all the related tweets.

  4. Conduct a YouTube search for comments on videos that you’ve produced or other industry-related videos.
  5. Conduct a search of popular bookmarking sites such as Delicious and Digg.

This is by no means a comprehensive list. There are numerous other sites including Technorati, which aggregates blogs, for example. My point is this. You have to start somewhere, and the five steps above will get you in the listening game. Once you’re in the game, then experiment with other listening posts that may be more relevant. If you don’t have the time or resources, but you have a PR agency, ask them to track your social media mentions. PR Newswire offers Social Media Metrics, a product aimed at tracking social media mentions.

Now it’s up to you to get started. But don’t delay. The social web is going to get even more social. Google recently launched Sidewiki, and as Heather Whaling of PRTini suggests, “Whether your company has willingly embraced social media, or not, your website just became a social space.” Shouldn’t you at least be listening?

Related Posts:

» Just How Social Is B2B Social Media
» Why B2B Integrated Marcom Is Needed Now More than Ever
» A 47 Million Dollar B2B Social Media Success Story
» Do Your Marketing Communications Feel Like Marketing?
» Is B2B Marcom Creating Valuable Content?


4 Responses to “First Step for B2B Marcom Managers to Dive Into Social Media”
  1. Heather says:

    Listening and monitoring is such an important part of social media. Glad you found my Sidewiki post helpful. Thanks for sharing it with your readers. I can't wait to see what other people think about this new tool.

    Heather (@prtini)

  2. Joan Damico says:

    Hi Heather,
    I was hoping that you would comment. Your comment is the perfect example of how listening works. Thanks again and love your quote.

    As for Sidewiki, I think it will be a good tool for gathering feedback, and all the more reason to create listening posts.

  3. Joan Damico says:

    Here's another good article, "How to Track Conversations by Tracking Brand Mentions" from Outspoken Media.


Check out what others are saying about this post...
  1. […] sell it to management, then here’s what you can do.  First, start listening by setting up a few Google alerts based on your brand name and a specific category.  For example, “ABC Company” is the brand and […]

Speak Your Mind

Tell us what you're thinking...
and oh, if you want a pic to show with your comment, go get a gravatar!