Should B2B Organizations use Social Media?
The recent changes and growth in social media have raised a lot of questions about whether B2B organizations should utilize the same social media strategies that B2C companies use to attract and communicate with their target market. The quick answer is yes, B2B organizations should certainly use social media for customer communication, brand exposure, traffic to your website and for the increasing amount of SEO benefits. The longer answer is a little more intricate.
“On the B2B side, there’s no way you can have any sustainable success without including and collaborating with your customers because they have a level of intelligence, insight and experience into what you’re selling” says Sean Greehan, founder and CEO of Greehan Group and the author of “The B2B Executive Playbook: The Ultimate Weapon for Achieving Sustainable, Predictable and Profitable Growth.” The biggest challenge for B2B organizations and marketers is being able to distinguish between the end-user of their products and services and the decision-maker who often has the purchasing power.
In a recent IBM Global CMO Study, 63% of CMOs believe marketing return on investment will become the most important measure of success within the next 3 to 5 years and 38% of the interviewed CMOs thought that social metrics was an important marketing success measure.
While B2B organizations need to integrate social media marketing into their overall online marketing and search engine optimization strategy, the more traditional aspects of B2B marketing can continue to drive new revenue and bolster conversion rates while being integrated with social networking.