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Determining the right type of social media engagement

Social media is a highly valuable tool in the B2B sphere, but companies need to ensure they are using it properly to achieve the best results. There are multiple ways social media can be used to connect with buyers. While social platforms are useful for both lead generation and ongoing customer service after buyers make a purchase, different tactics apply to each scenario.

While most B2B marketing tools have an inbound or outbound focus, social media can serve both purposes when used and measured in different ways (1). Social media marketing engagement is the number of people interacting with content on various networks and the goal is typically to increase brand awareness. This is valuable for lead generation purposes. However, this number is generally measured by the number of followers, likes and shares a brand has on a particular platform, which may not be the most effective indicator.

B2B brands can be more successful when they create stronger engagement with influencers in the industry (2). Because these influencers are deeply connected, marketers can reach new contacts they may not have otherwise. This can improve overall lead generation efforts.

1. "The Two Types of Social Media Engagement"
2. "Marketers Tap Influencers To Build Credible, Buyer-Centric Relationships"

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.