Last week we covered the top 5 reasons why B2B companies don’t use social media. And as promised, this week we’ll delve into the “so now what?” part of the discussion. If your social media implementation plan has been hindered by any of the 5 reasons we mentioned, here are some things you can do to earn some support.
1. Top management doesn’t support it
Perhaps you’ve heard your CEO say “Our customers don’t use social media.” Perhaps you are the CEO (and have said those exact words yourself). Well, your customers can’t use social media to engage if the companies they deal with aren’t there. Starting a social media program is like building a new bridge to reach your audience. Once it’s there, your company and its customers can start walking back and forth.
If top management still needs some convincing, show them other companies in your space who are using social media successfully. There are plenty of B2B success stories – if you can find industry-relevant examples, even better. And if you find that your industry lacks a strong social presence, there’s an opportunity to be first and establish your company as a thought leader.
Another tactic is conducting a listening campaign. People are talking about your company whether you’re aware of it or not. You might be surprised at what you find. A company we talked with was shocked when we showed them an unauthorized Facebook page titled “CompanyXSucks” launched by an unhappy customer. Another company we met with was unaware of a LinkedIn company page started on their behalf – using wrong information – that already had more than 500 followers. Showing management what your company stands to lose by not participating might be your most convincing argument.
2. Resistance to change
Can you stick your head in the sand and pretend that social media is just a passing fad? Sure, but at your own peril. “What we’re doing works – why change now?” you hear from the naysayers. In light of a down economy and dismal sales figures for most industries at present, a better question is “Why not change?”
If your company sells SuperWidgets, start monitoring online conversations about your product and the products of your competitors. Is there someone on Twitter who made his wish of the perfect SuperWidget known? Is there a group on LinkedIn who discusses the SuperWidget industry and needs advice from an expert? Is there an online trade publication that’s lacking information on the world of SuperWidgets and would perhaps be open to a guest column about them?
Bringing these missed opportunities to the attention of your company’s decision makers will demonstrate the ways in which a social media program could have an impact. Using social media tools to your company’s advantage can redefine “what works.”
While traditional marketing methods have worked for you in the past, and probably still are working, the way customers make buying decisions is fundamentally changing. Customers have a wealth of information at their fingertips, and you aren’t the first, or the only source. Customers are relying less on “push” methods (brochures, e-blasts) to inform their decision making and more on “pull” methods (internet searches, comparison shopping, peer forums). Having a social presence ensures your information is present in the places people are turning to.
Next, we’ll discuss how you can respond to the remaining 3 reasons companies don’t use social media (seeing ROI, fear of transparency and not knowing where to start) and how you can turn those objections into support.
If you’re hesitant about social media and would like to hear a 45-minute presentation on the basics, email us and we’d be happy to give you an introduction.
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