B2B Social Media Series Part 3: Join the conversation


This is the next in a series of How To’s on B2B social media. Now that you’ve set up your listening posts (Listen Up!… the First Step in Social Media Marketing) and developed your B2B social media strategy (B2B Marcom Managers: Quick Start Social Media Strategy), it’s time to actually participate. For many, participate means having your own blog, fan page, Twitter, etc. But participation also includes outreach to other relevant and complementary social sites that you should have listed in your strategy.

B2B Conversation calendar improves social media resource allocation

If you’re like most busy B2B marcom managers, your resources are limited. So determine how much participation you can do based on your resources. I found that having a conversation calendar helps you to better understand your content and resource needs upfront. Learn more about the conversation calendar and download a simple starter calendar.

Social media content should add value to the community

The key to successfully participating in B2B social media is to remember that it’s not about you, it’s about the community. Your actions should be helpful and add value to the conversation. So if you’ve crafted a bunch of hard hitting marketing messages, don’t even think about posting them—they’ll do more harm than good. And if you’re focused on one of your products, forget it.

Your social media content should reflect what you’ve heard in your listening posts

As a new participant to social media who’s done his or her listening, your posts should reflect what you’ve heard. For example, let’s say your part of an HVAC engineering community. Many of the posts concern reducing energy use. You may suggest reducing air change rates as an effective way to reduce energy use, and then point members to additional information on the topic. The information can be yours or someone else’s but it should be helpful and add value.

Good, relevant content is the backbone of social media

Participation is all about relevant content. This is where your content strategy will pay off. Remember, before you participate, you should have developed a library that consists of 30 or 40 items, which can include brief blog posts, white papers, case studies, related links, videos, etc. It doesn’t all have to be brand new content. For example, repurpose existing content by breaking up a lengthy white paper into four or five smaller, more focused blog posts. Content really is the backbone of social media.

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?


2 Responses to “B2B Social Media Series Part 3: Join the conversation”
  1. Joan Damico says:

    Study suggests marketers are spending more on content in 2010.
    Learn more.

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