While consumers engage in the social web to enhance their personal lives, professionals engage in the social web to advance their livelihoods. For many B2B companies, Social Media = Knowledge Management. In a study published earlier this year by IDC, the #1 reason cited by US workers for using social tools for business purposes was ‘to acquire knowledge and ask questions from a community’.
So what is the state of B2B Social Media since my last year’s post B2C vs B2B Social Media – any difference?. Mashable gives us in the infographic below a deeper look at B2B social media marketing state.
B2B Social Media Resources
As Facebook has become an incredible online community (more than 120 million users in Europe) and has shifted from being not only a social network for personal use but also as a key platform and medium for brands online, businesses have started to look into spending more time hanging out and engaging with their fans and users, in a legit way.
The BBC has spent tens of thousands of pounds on teaching staff how to use Facebook.
PBS’s new 102-minute documentary will debut on Facebook before being broadcast on PBS.
Amy Porterfield in her last post says:
When you hear that Facebook is yanking Yahoo from its ranks and inching up on Google’s traffic throne, you can’t help but pay attention.
She shares with us 5 studies, that show how Facebook is undoubtedly a leading online social contender and a key tool that is continually changing the landscape of online engagement and fan loyalty.
To know more about how to promote your business using Facebook Fan Pages, I recommend one of my older blog post and if you want to know how to customize, optimize and monetize your Facebook Fan Page, watch Amy Porterfield’s video.
Another interesting article: How to setup Google Analytics on your Facebook fan pages.
Some might still wonder why using Social Media will help businesses to better communicate.
The evolution of technology, social tools, and ease of access are driving rapid advancements in communication. People like to play, create, share, and comment about companies and their brands. The fear about letting people “in” to their brand, so to speak, can be looked at one of two ways. Companies can either be fearful of what people may do to their brand, which “they” will do anyways, or, companies can celebrate that people are interested in their brand, products, and services. Companies should listen to what people have to say, they may learn something. Companies should engage people in their business challenges, they may solve them for them.
In her latest presentation Laurence Borel reminds us of what Chris Anderson Editor of Wired Magazine have said: ‘Your brand is what Google says it is, not what you say your brand is.’ Laurence points at the 4 Ps of social media marketing: People, Participation, Publishing and Page rank.
David Cushman thinks that the phrase ’social media’ should be deconstructed into two words social + media, as the focus should be 90% on the social and 10% on media.
That doesn’t mean there’s no role for the media side. It plays a critical one, without which the social doesn’t get to happen – but it does reflect where the value lays, who creates it and how.
- The social technologies that connect us
- Hands and feet
- What we choose to do together
- That which flows through social technologies
- Mouths and ears
- What they would seek to do to us/get us to do
So broadening the listening for what’s wrong with your brand, as experienced by end-users, effectively delivers crowd-sourced improvements – R&D and NPD – in rapid iteration and at small cost.
Make no mistake – there is much more to this than reputation management.
Social + Media generates low-cost NPD, R&D, P2P Marketing, Advertising, Recruitment and all that reputation management warmth, too.
The process adapts the org to the expressed needs of the network (people) – it transforms your organisation into one in which the greater part of its energy is generated from beyond the organisation – and one in which that increased energy nourishes a growing, changing and responding org.