Your company’s blog…it Sucks? It does not have to…

Some brilliant insights from Mark Schaefer, directionally all of these are good recommendations based on facts. If 71% of buyers from the 2011 buyer report from Buyersphere reference blogs as part of the first stage of buying, then it might be a good idea to have one. I talked to few small and big names who have been in to this business from past many years…and this is what they have to say:

1. Our buyers don’t use social media and alike: Well with over 750 Million people on facebook, there just might be some of your customers there. Maybe Facebook isn’t the right place for your industry, but LinkedIn is north of 200 million, so there might be a couple of buyers there for you to engage and build relationships with.

2. I don’t have time: If your competitors using social media, you better get time out from your busy schedule…How do they have the time? I guess they make the time, you should too.

3. We don’t have that much content: Really? Talk to your own CEO, talk to your customer, have their pain points and the mitigations on your blog, how about placing the call which that customer made yesterday evening, when your products did a wow for him…As marketers and product folks we are writing all the time, but if you don’t have content – ask others in your business. Who? People in development, support, professional services or wherever..you must be having many smart people working for you…

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Social Media…what does it take to get noticed – Part 3

All rightie…here I am with 3rd part of this series…
For a recap please visit: https://seeingfuture.wordpress.com/2011/10/08/social-media-what-does-it-take-to-get-noticed-part-2/

Content Creation & Coordination:

More than just a catchy tagline, the Social media program should have an overall voice, tone, and consistent message to communicate your product.

“…all too often businesses create profiles for their CEOs and then assign a minion to update the content.”

It depends. Both b2b and b2c brands need to establish specific people in their company as experts and empowered representatives, and
give them room to share their insights and personalities. Who doesn’t prefer a real person to a corporation? But beware: all too often businesses create profiles for their CEOs and then assign a minion to update the content. This almost always fails—not only is an intern ill-equipped to speak from the perspective of the CEO, but it reeks of inauthenticity.

Your PR agency likely has the writing skills essential for a meaningful social media presence. But do they understand the need for regular content and engagement? And the difference between old-school PR (push out the message to a known network of 
media connections) and social media relationships (let people come to you by connecting with the community, speaking to their needs and offering good content)? This is the difference between inbound marketing and outbound marketing, the latter of which is 
rapidly becoming obsolete.

Social media done right builds valuable relationships with clients or consumers. Done poorly, it’s irrelevant. Worse, an overly-promotional, inconsistent, or ill-managed presence can do real damage to your hard-won reputation.


 

 

 

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