If you've been reading this blog for the past few months, you're starting to realize:
A few weeks ago, I posted about attending speed networking events to connect my knowledge of inbound marketing with the needs of local business owners. I've come away from these events with new insight into what services my prospects need, the gaps in their knowledge when it comes to inbound marketing and social media B2B, the distance between where they want to be in social media and where they really are, and (of course) stacks of business cards.
If you're like many business owners or marketing professionals involved in B2B social media for your firm, you may feel as if you're tweeting, posting and sharing without a clear direction. Maybe you're doing social media B2B because “everybody is doing it,” but you're unsure how to track the results -- or even what results you should be tracking.
When business owners and company marketing departments hire outside firms, such as inbound marketing or social media companies, to manage and implement activities outside of their own core competencies, many often hope the outside firm will take care of the heavy lifting, permitting the in-house staff to be largely “hands-off” in the process.
We recently reviewed “broadcast” vs. “engagement” in B2B social media efforts. In short, I described engagement (in part) as “making friends.” When you engage someone in your social media stream, they're interested in what you have to say. They want to reply. It's a two-way conversation.