Social media may be ubiquitous within marketers’ personal circles, but as my fellow PR and marketing professionals well know, clients aren’t always as eager to engage with their audiences online as we’d like them to be, or as they need to be.
Numerous consumer brands, such as Audi and Oreo, have enthusiastically tested the waters with real-time strategies to successfully capture the attention of fans globally. However, within the business-to-business realm, many organizations aren’t sure what will and won’t work. Some aren’t even sure if the practice is worthwhile at all.
Marketers are constantly asked difficult questions such as: “How can I better engage customers and prospects?” “What is the most important platform for my business objectives?” “How do I get more people to follow me?” “How can I prove the ROI?”
Social media platforms are built to enable open communication between anyone, allowing an unprecedented level of direct “access” to business leaders, customers and potential partners. The following three principles will help differentiate you from the bunch and earn you more advocates.