Once is an event. Twice is a coincidence. Three times? A trend.
Yep, three calls from three different clients in a two-week stretch, and all with the same question: “What should we be doing in social media?”
And, truth be told, I don’t think they liked my answer, which was: “Social media? You’re not ready.”
Obviously, any company can launch a social media presence anytime they want, and doing so is quick and easy. But I think what we’re learning about the role of social media — particularly in a B2B world — is that it is less about creating dialogue and more about driving traffic.
A recently released report called, “B2B Content Marketing: 2013 Benchmarks, Budgets and Trends — North America” used an especially significant term that really drove this home for me when it examined how many B2B marketers use social media to distribute content. The number? 87%!
I certainly don’t want to entirely dismiss the other potential benefits to be gained from giving customers a forum through which they can talk directly to and interact with you as a supplier. But before rushing head-long into social just so you can tell your boss you did so or satisfy that nagging sense of competitive pressure, think about why you want to use social and why your customers will care if you do.
In today’s day and age of ever-present phones and ubiquitous email devices, I doubt many folks wish it were easier to talk to their vendors.
What your customers are looking for, however, is more information that will help them run their business better. I’m sure your organization has that, just as I know the three clients I talked to have it. But unless that information is posted online somewhere to be read / watched / studied / shared – then spending much time on social media is the proverbial cart before the horse.
Social media has a role in your marketing plan. But I don’t think that role offers the potential value of a content-rich website. So we strongly recommend that before committing time, energy and money into social you make sure that your website is a true, content-rich resource for your market.
To see some examples of web content developed by Meister Media for its clients, please contact your Meister Media sales rep or our Director of Interactive Sales, Bob West, at firstname.lastname@example.org or 440-602-9129.