B2B social media parallels B2B traditional media relations.
Yet, public relations professionals working with business-to-business clients have been told, by clients, over the years that social media just doesn’t work for their business because social media only reaches consumers. But, if you take a moment to think about that statement, is it not true that customers in b-to-b are consumers too? They are consumers looking for an experience with the brands they use in their profession or business.
For B2B social media, there are a few aspects that need to be considered because of the difference from B2C but, that’s no different than traditional B2B versus B2C media relations.
When considering B2B social media, one must realize that such a company won’t receive as many followers as a consumer facing company. Along the same vein as trade publications, there aren’t as many readers as there are for consumer publications. What clients need to realize is that their target audience, no matter the size, is receiving the message. To make the most of the participating audience, social media relies on a fundamental public relations concept – to know the audience. This helps ensure that the content being delivered is relevant to the participating audience. [Hint: to do this, look through all followers and categorize those who are media, customers, competitors, etc.] This is important with B2B social media because not only do you have the opportunity to reach your customers, but it is also a great opportunity to reach journalists in a different way.
Joining in on the conversation can be worth it even with the smaller audience. A companies’ presence can be beneficial for both the customers and the industry media. This medium, unlike tradition outlets, allows the company to share individualized information with their customers in order to help them make an informed decision. Social media can also allow a company to become a thought leader, position the company, and provide solutions or ideas regarding industry trends. However, when a company decides not to participate in the conversation the industry will proceed without them. This leaves a company defenseless from conversations taking place about their brand.
Social media, like many aspects of communication, is a tactic that works together to supplement traditional public relations, marketing, and media strategy. Social media will continue to challenge the B2B sector, but like any medium, acceptance and proper implementation will continue to progress with time.
Related articles:B2B marketing, evolution of social media, public relations, Social Media
Categorised in: Social Media
This post was written by Veronica Mikitka Reed