In the last few years, more and more companies have been actively increasing their web presence in order to be where their customers are. Major social media networks like Facebook and Twitter have become almost a necessity for staying afloat in the business world. The blogosphere-regulars are chattering about B2B blogging being “reborn” in 2011. Jay Baer, a hype-free social media strategist, has this warning for all new bloggers:
If there is an explosion of B2B blogs – and I believe there will be – there will also be an explosion of bad B2B blogs.
While Baer seems to worry specifically about blogging, heed his advice in all social media endeavors. Are your social media accounts guilty of any of the following bad practices?
Time and time again, I see Facebookers and Twitterers offering products, information, software, or coupons if they “reach 500 followers” or “increase their fan page by 200 ‘likes’.” As a general rule, pretend that gaining friends and followers using social media is like asking someone to a middle school dance: if you seem desperate, they will be uninterested. (And, they may even talk about you behind your back!) Just remember, it is a privilege simply to go to the dance with you.
Taking the term “friend” too literally.
Be careful when managing your company’s social media pages not to misinterpret a “like” or “follow.” You need to know why your customers are joining your online community and avoid coming on too strong. Engaging is good, but it might be best if you let your new friend make the first move. (Do I need to reference middle school dances again?)
Getting in over your head.
Building a social media networking campaign takes time. While your coworkers may be easily intrigued with your plan to sign-up for Facebook, Twitter, and LinkedIn, all-the-while maintaining your company blog, you may be biting off more than you can chew. To avoid the humiliation of having to spit something up (this is such a good metaphor), do your research and pick one or two of the most proper channels. Besides, building one up effectively will give you a quick audience boost when you transition into another.
We all know what it is, and we all dislike it. Do not do it! Publish fresh and quality content. Cautiously.
Quantity of quality.
It’s true, having thousands of followers on Twitter is a great thing; however, do not center your social media strategies on the numbers. Everyone has trouble with the KPI’s of their web presence. The worst thing that can happen is for your team to see an increase of 2,000-some followers on Twitter without any increase in sales. There goes all your hard work, down a drain of impatience and misunderstanding.
Social media networking plays a huge role in the awareness of your brand. Make sure that social media networking is working for, not against you and your company.
Defren, Todd. “Brand Marketing in Social Media: Friends With Benefits?.” PR Squared 6 Jan. 2011: n. pag. Web.
Karrer, Tony, and Tom Pick. “B2B Blogging Trends in 2011.” Aggregage, 2011. Web.
Madden, Peter. “Five Social-Media Strategies to Avoid.” Ad Age Agency News 27 June 2011: n. pag. Web.