December 1, 2011 § Leave a comment
#4. Assuming that B2B social media marketing is qualitatively different from B2C social media. Authentic customer intimacy is the means of developing business and sales, regardless of whether the target audience is a consumer or a decision-maker in a business. Common denominator: they are both people. In a B2B model, you may need to address more “touch points” than with a consumer sale, but it’s easy to forget that those “touch points” are people with specific needs and expectations.
November 30, 2011 § Leave a comment
#5. Failure to understand the customer and effectively use customer information. This point sounds like Marketing 101, and, to a certain extent, it is. The challenge of social media is that you can get so distracted by posting and responding on the plethora of channels that you can lose sight of your original intention. In engaging with customers in social media, take care that you don’t build up expectations that the company can’t meet.
November 29, 2011 § Leave a comment
#6. Expecting too much too soon. Some of our clients come to us expecting the phone to ring or contact requests to flood their email inbox within days of implementing a social media strategy. With the increasing information overload in all forms of media, the length of time from initial impression to engagement or conversion can only increase. Through successful customer intimacy, companies can continuously refine their approach and successively decrease that time interval.
November 28, 2011 § Leave a comment
#7. Failure to optimize your website and integrate it with social media. While social media
offers opportunities to connect and deliver your brand without your website, the website can
neither be ignored nor exist in a silo. Companies should add their social media to their website
to help rank higher in search results and become successful in spreading content far and wide
around the world wide web.
November 22, 2011 § Leave a comment
#8. Missing opportunities to reengineer customer service and customer relationships. The
ubiquity, convenience, and low cost of social media offer the most advantageous opportunities
for cost-effective, high-performance customer service and customer relationships since the
inventions of the Internet and customer relationship management (CRM) software. Companies
can offset the cost of social media implementation by reengineering.
November 18, 2011 § Leave a comment
#9. Reductionist thinking that content equals text. Ebooks and white papers are a must for
building your reputation and “mind share,” but don’t limit yourself to them. Videos, podcasts,
and interactive applications aren’t just “nice to have”: they’re expected.
November 17, 2011 § Leave a comment
#10. Hiring an intern for the heavy lifting. If you believe that social media can be understood only by the “wired generation” or that it consists of simple content posting, you are likely to
undervalue its importance and err in prioritizing the use of resources. The time you take to
understand the importance of social media and how each channel works, along with online ads,
will be well worth the effort. A corollary is using a student intern who may not have sufficient
expertise to gather and disseminate mission-critical data or recognize a problem or opportunity
soon enough. Interns can serve your purposes well, but they must be trained and managed by
professionals on your team.