Social media can be tricky at times. While it seems easy to schedule posts and generate content on a daily basis, that simply is not enough anymore. B2B marketers have to actively engage their audience to ensure the strategy is working. Content must be original and noteworthy as well.
Marketers should examine what is working and what that actually entails. Some organizations may be OK with scheduling content throughout the week, while other B2B marketers may strive for more interaction. Forbes contributor Neil Patel wrote some businesses may have to change their goals to more realistic ones – for instance, if social media does not help businesses' goals, an organization should instead create social media goals (1).
Likewise, Inman writer Erica Tafavoti said analytics tools can show what is successful (2). Zero in on the content that resonates more and create a plan that focused around the successful areas.
Next, marketers should look at the platforms they are using. Social media is rapidly changing and some platforms rapidly fade away. It is important to spot these changes and adapt accordingly. A successful strategy will also likely entail user interaction. Marketers should set aside time to follow through with clients and potential leads.
Social media is an integral part of any marketing campaign these days, and it is important for organizations to understand that success comes from more than simply scheduling automated posts.