By Paul Gillin, January 2016
I was recently contacted by a B2B publication looking for some thoughts on what’s coming up in the next year. I thought some of the questions were interesting and worth sharing here.
What trends are gaining momentum in B2B social media right now?
B2B marketers are finally realizing that merely throwing content into the ether is both expensive and wasteful, so they’re trying to target their content better to the audience and purpose. Marketers realize that buyers are people, not demographic segments, so they are appealing more to the motivations that influence human behavior. That’s one reason we s…
You’ve taken the plunge into social media. You’re posting, tweeting, and sharing. Now you’re wondering if all this time and energy is worthwhile. How do you know you’re not spinning your wheels? Our knee jerk reaction is to look at numbers. We all want proof - especially senior management. But, it’s really not ALL about the numbers.
There are some signs your social authority is growing (and you’ve probably taken them for granted).
Are you starting to think about your industry differently? Diving into social media is like jumping out of the nest for the first time. It’s a whole other world out there! And you didn’t even…
If a tree falls in the forest, can you cut it into firewood and heat your cabin for the winter? Because that would be good and justify the work effort. You might even say you got a good return on your investment, but that's kind of obvious, which is what I always think when people bring up the return on investment for social media.
Social media is media. It's marketing. It's messaging. It's digital and it can be measured. The problem, we say, is that we lack unified standards, but that shouldn't stop you from tying your social media strategy and plans to the rest of your marketing effort.
Step one, like our friends at Buffer say, i…
Lets assume that you have a full load of posts streaming on your business social media pages. Although it looks impressive to have fresh information that constantly populates your feed, there is one question at this point that you need to ask yourself:
Is it working?
How would you know if your posts are working or not is by going to the analytics pages that these social media sites now offer for businesses. They contain some very valuable information that can help adjust your strategy and get to know your audience.
In order for you to see analytics of your page, you need to have a business version of your social medi…