Berhubung saya sering sekali menerima pertanyaan “Apa gunanya Social Media bagi B2B Company?”, berikut saya paste pandangan dari Pakar Social Media, Brian Solis. Sbb.
Question: What are the best practices for B2B?
Social media is not relegated to any industry. The benefits of smarter engagement know no bounds. However, smarter engagement, regardless of market or industry, requires research and an understanding of how people find and share information and also how they influence and are influenced by their peers. You’ll find that with B2B, information, direction, insights around challenges and opportunities, are bound by shared experiences. What’s different of course, are the networks and the nature of the interaction. Depending on the nature of the business, the top networks are usually not Facebook and Twitter – instead, they’re blogs, YouTube, and LinkedIn.
Companies focused on solutions for other businesses find that participating in conversations for the sake of conversations carry little value. Instead, delivering value or insights based on real-world challenges or questions helps decision makers make decisions.
For example, Indium, a global solder supplier specializing in solder products and solder paste for electronics assembly materials, studies how prospects search for solutions based on keywords. Rather than manipulate search results to send people to Web pages, the company invests in useful content to match keyword searches with value-added original content. The result? The company experienced a 600% spike in leads over the course of six months.
If you add video to the equation, there’s a reason that Youtube is the second largest search engine next to Google. People are using similar keywords to find results based on a video narrative.
The question is, what are your customers and prospects searching for and what’s turning up in their results?
Overall, it’s time to take a few simple, but profound steps to bridge the gap between customer expectations and business objectives.
- Close the gap between what your audience wants and what you think they want.
- Avoid the repetitive, one-way messaging that gets you culled from people’s social streams.
- Turn your customers into your sales force with shareable new media experiences.