Finding the right model for B2B social media activity

Your clients and prospects are online, it's time to join them!
Many B2B businesses retain a nervousness of social media; a fear of losing control of the conversation and engaging with public opinion. Having said that, we've seen a recent surge in demand for our services in this area. Marketers used to ask us why social media was relevant to them. Now we get asked different questions; 'How do we get started?', 'How do we resource social media activity?'

Choosing the right platforms
There's no single solution. Your target markets and objectives will determine which sites and activities are relevant for you… and which offer the best return. How brands interact with users differs greatly across Twitter, LinkedIn, Facebook, YouTube and the ever increasing number of other social media sites. For instance, despite Facebook's dominance, it's rarely the best solution for a financial services brand.

Blogging for business
A model that we've implemented successfully with a number of our financial services clients, focuses on the corporate blog. These are some of the advantages our clients have discovered:

  • It creates a platform that allows for integration with other marketing activities like events, exhibitions, advertising campaigns and press coverage.
  • You can use it to provide all kinds of content; corporate news, press releases, product information and industry opinion.
  • It offers huge opportunities for raising brand awareness through wider distribution via relevant social media channels.
  • It can be used to boost your success with search engine optimisation.
  • It provides a knowledge base for prospects, clients and journalists.

Managed properly, online communications will work to enhance your brand. Social media sites and tools are no longer just social commentaries; they are key communication platforms for marketing financial services businesses and brands.