A few weeks ago, I wrote a post about the seven key benefits of social media. My intent in writing that post was to provide an overview of the benefits a business can derive from engaging in social media. I attended a local business networking meeting yesterday and as I listened to the various pitches from business owners about what they offer, it dawned on me that there was a critical gap in their pitches – a gap that I know extends to their social media engagement (for those who use social media – and not surprisingly, quite a few don't). What’s the gap? It’s engagement without intent.
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.
Although the two words -- sales & marketing -- are often uttered in the same breath, there exists in the business world a great divide between the sales force and marketing team. Marketing people don't “close.” The marketers are the “idea” people, the creative ones, while it's the sales force that drives the bottom line (provided they follow up on the leads provided by the marketing team, that is).
The salespeople make the money for the company (provided the marketers don't screw up and fail to share the hot leads.) Traditionally, each side has looked down (maybe just a little bit, and maybe secretly) at the other.
With all the talk surrounding the hard math around social media ROI, it’s easy to lose sight of the fact that there are many ways that improvements in a company’s social media efforts can yield significant dividends.