Social Media: When B2B Businesses Should Avoid It

Social Media: When B2B Businesses Should Avoid It

Social media isn’t the right avenue for every B2B.

Many so-called experts are urging B2B companies to dive into social media as quickly as possible. We couldn’t disagree more. We’re firm believers in the power of social media, but it’s not right for everyone. Here are five reasons you might want to hesitate before jumping on the bandwagon:

1. You’re already achieving a high level of customer engagement and preference in some other cost-effective way.

Before social media was the hot new thing, organizations were using other ways to establish close relationships with their buyers and supporters. Events, loyalty programs, promotions, phone campaigns, direct mail, publications, and other traditional strategies tend to be more costly than social media, but if they’re consistently delivering high-margin return on investment, new customers and new revenue, you may not need to tinker with them.

2. You’re doing it because everyone else is, but have no strategy for your content plan.

Don’t jump blindly into content marketing, whatever the “experts” may say. Encourage your content development team to get to know your market long before they start publishing anything. Even a small amount of customer-focused research can deliver priceless insights into what your audience wants to hear about, making it easy for your team to create relevant content.

3. Your target market isn’t tech savvy.

Despite the growing number of connected users worldwide, some demographic groups consider technology confusing, frustrating, or insignificant. If the majority of your buyers fall into these categories, a big social media campaign probably isn’t for you.

4. You don’t want to invest in the development of unique content.

There are plenty of “content farm” services offering canned newsletters and other marketing messages for less than the cost of unique content. This may seem like a cost-effective compromise on the surface, but you get what you pay for. The main problem is you don’t own the content — the same information can show up under a competitor’s name and logo, sometimes on the same day. Creating your own content, or outsourcing it to a team that understands your brand, is far more likely to create a positive connection with your target audiences.

5. You don’t want to build a team exclusively devoted to your social and content strategy.

Content marketing isn’t a “fire and forget” strategy. Getting results, especially in a B2B environment, requires an ongoing commitment to the process. Tacking content management onto the job description of an existing worker isn’t enough. An internal employee or a content development partner outside your organization needs to be free to concentrate on your content strategy — and manage its content — full time.

Want to know more about what makes social media work for B2B? We’ve just released an all-new parathink briefing called Social Media for B2B: Is it the wave of the future or a colossal waste of cash? Click here to get your copy now.

Want to talk about a social media strategy for your organization—or anything else that’s on your mind? Set up a 30-minute strategy session with us by clicking here.

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