Creating Mutual Benefit Through Social Media

You’ve probably been told (often, and by many) that in order to succeed and grow, having a robust social media presence is critical.

You’ve also probably delved in and found out that that’s not necessarily true.

In fact, you’ve probably noticed that for business-to-business companies, reaching your prospective customers through social media can be particularly challenging.

You’re not alone in that, because just like on the telephone and over e-mail, people are not actively looking to be sold B2B services on social media.

There are strategies for finding success, and many companies use social media for other things (sharing expertise, corporate culture, etc.), but you should know that the business associations you belong to struggle with the same challenge.

Many of the people who make companies’ decisions on spending simply aren’t paying close attention to social media.

Just for a quick example – I picked a large chamber of commerce and ran through their last 10 social media posts over the past week or so… Here’s what I saw:

FACEBOOK

Post #1: 3 interactions
Post #2: 0 interactions
Post #3: 0 interactions
Post #4: 3 interactions
Post #5: 1 interaction
Post #6: 2 interactions
Post #7: 0 interactions
Post #8: 1 interactions
Post #9: 0 interactions
Post #10: 1 interaction

TWITTER

Post #1: 0 interactions
Post #2: 8 interactions
Post #3: 0 interactions
Post #4: 12 interactions
Post #5: 6 interactions
Post #6: 1 interaction
Post #7: 4 interactions
Post #8: 4 interactions
Post #9: 3 interactions
Post #10: 0 interactions

LINKEDIN

Post #1: 0 interactions
Post #2: 1 interaction
Post #3: 1 interaction
Post #4: 3 interactions
Post #5: 7 interactions
Post #6: 3 interactions
Post #7: 4 interactions
Post #8: 6 interactions
Post #9: 5 interactions
Post #10: 1 interaction

Hardly a robust return-on-investment, and it’s a good bet that that organization has a full-time person creating social media posts.

The reason I’m saying all of this is because these organizations crave having their members get involved in their social media.

Which means, if you show them a little social media love, they will repost, retweet, comment and like your stuff all day. Because your audience is attractive to them.

It seems basic, but people don’t do it.

Well, our clients do.