The elephant in your B2B kitchen

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The elephant in your B2B kitchen

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Prospective client: “Oh, we don’t do social media.”

Me: “Really? Why not?”

Prospective client: “We’re a B2B company.”

Me: “Ummm, yeah … and … ?”

This exact conversation has occurred more times than I’d care to admit, and it’s time to set the record straight: Whether you’re B2C or B2B, a strong social media presence can help you attract and retain clients. So ignore it at your own risk.

Why? Because regardless of whether your invoices are paid by an individual or an accounts payable department, your business still comes down to personal connections.

When’s the last time you took a phone call from an organization? Shake hands with any corporations at your last networking event? Any plans to take a company to lunch next week to talk strategic partnerships?

Of course not. Your personal relationships are the life’s blood of your B2B business, and social media offers an opportunity to strengthen those existing ties and build new ones.

Savvy B2B companies are starting to catch on. In a recent study by B2B Magazine, 93% of B2B companies surveyed were engaged in some form of social media, mainly on LinkedIn, Facebook, and Twitter. Database giant Oracle has attracted more than 93,000 fans to its Facebook page, boasts more than 34,000 Twitter followers, and pushes its YouTube videos to nearly 3,000 subscribers.

So if you think being a B2B company gives you a pass from the need for a social media strategy, think again … because chances are your competitors already have.

(And if you need a crash course, I highly recommend heading on over to Jeff Cohen’s excellent Social Media B2B blog, my favorite source for all things social in the B2B world.)


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