There is a drove of companies flocking to social media right now, especially in B2B media, healthcare, and of course consumer products. There’s no doubting the magic that happens when brands build meaningful relationships with customers via social media.
If you’re among the people taking a good, long look at making the dive into social media, make sure it’s an effort that’s set up to succeed.
I’m proud to say that right now, my ABM Media Marketing committee is putting the final touches on a Web 2.0 best practices whitepaper. It focuses on educating B2B media companies about various social media and Web 2.0 tactics and technologies. In the process of putting this project together, I talked to several leaders in the industry about what’s needed in order to make social media efforts successful. Joe Pulizzi, founder of customer publishing dynamo Junta42, made this all-to-true statement:
B2B media companies now need people who live in social media all day, every day. They need a Chief Conversation Officer who follows online conversations about their brands, monitors Twitter and Google Alerts, and comments on key blogs.
Many don’t realize the effort required to make social media successful — it’s not as simple as creating a Facebook group or creating a blog and seeing the interaction blossom. It’s about living and breathing your industry, through the lens of social media, for hours every day. It’s about becoming part of conversations about your business wherever they happen — on other websites, other blogs, LinkedIn groups, Facebook discussion boards, Google Knol, Twitter, and anywhere else. It’s about being a proactive force all over, not being a passive voice on your own website and expecting people to come to you. It’s about making the interaction with your brands feel personal and real — without marketing copy or the corporate platform. It’s about honest conversation and knowing (and playing by) the established rules and expectations and dealing with opinions that differ from yours. It’s about making a commitment to spend the time required to make it work, and be patient for the amount of time it takes for genuine trust and interaction to build.
Make sure you know the effort required before you charge ahead. Your customers will hold you accountable if you don’t.
Filed under: Blogs, Brands, Customers, Facebook, Google, Marketing, Media, Online Marketing, Social Media, Twitter | Tagged: Blogs, Customers, Facebook, Junta42, LinkedIn, Social Media, Twitter, Web 2.0 |