The study conducted by Exo earlier this year demonstrated that the adoption of various social media by B2B companies in Quebec is only partial to say the least. Personally, I’ve noticed that during the last few years these companies have been reticent when it comes to “social media.” This is not because of what they truly are, it’s more the expression itself that scares them. But why?
Don’t confuse “media” with “multimedia”
The problem with the word “media” is that it is too often associated with entertainment. Media, traditionally, signifies the tv, radio, newpapers; all kinds of entertainment. And when we hear the word “multimedia,” we tend to think of music, movies, videos. Even more entertainment and diversions!
Media, however, by definition pertains to the means of diffusion, distribution or transmission of content, whatever the format (written, televisual, etc.). And media existed intrinsically well before becoming social. Later, when internet would eventually become the channel of collaboration by excellence, social media was born. As internet is an endless space, microsocieties turning around common interests and needs were formed, and various networks are perfect examples of this.
Don’t confuse “social” with “socialize”
If the word “social” is often misunderstood, it’s probably because it’s easily associated with the expression “socialize,” which more or less means fraternizing with peers in a festive context. However, B2B companies generally don’t like to be associated with this image. Rational companies, unlike B2C companies which target consumers directly, are naturally not emotional.
This simple problem of connotation (or, if you prefer, this perception) is easily resolved by returning to the roots of the word, or its first definition. Originally, the adjective “social” qualifies what is related to an ensemble of people who belong to the same group, within the same “society.”
So when we say that media are “social,” it’s simply because they allow people to interact and to exchange in real time. The rest is optional. Not to worry, B2B companies!
All in all, as soon as the adjective “social” is placed next to “media” or “network,” B2B companies seem to lose all objectivity and seem to believe that one word alone would threaten their professional integrity. Besides, does “social capital” sound like a celebration to you? No, it doesn’t. Nevertheless, the word “social” here has the same meaning: “relative to a group of people with a common goal or common interests.”
Social media, not so scary after all
Finally, when we look at social media as a channel of communication and by building on the engagement, the exchange and the sharing of knowledge within social networks, B2B companies are maximizing their chances of generating qualified leads. This way they’ll easily be able to manage prospects thanks to social media, of which they are so reticent.
And for those who are wondering what the difference is between “social media” and “social networks,” this will be the subject of my next blog post. Subscribe to our email list so you can be notified when it’s published.
Why be reticent to use social media? From my perspective, it’s because social media doesn’t attract enough targeted individuals. In your conclusion, you say “B2B companies are maximizing their chances of generating qualified leads”… For most companies, direct calling, email campaigns and traditional marketing still offers more bang for the buck then trying to grab Facebook friends, twitter followers or LinkedIn follower.
I think when it comes to B2C, there’s a huge opportunity for social media marketing, even if acquisition costs are still high on a per “eyeballs” basis.
But when you talk about B2B, where you most likely have to deal with niche markets (in my case the few power guys in telecom companies), where individuals & groups/communities don’t tend to exchange much on social media but more on international forums & trade events, private email lists, limited trade publications, it’s not social media that you’ll pick as your first natural pick to “reach someone” to “maximize your chance of reaching a qualified lead quickly and as effectively as possible”…
I’m not saying there isn’t a compelling opportunity for social media marketing, it think if you’re the first to do something, you have a chance of being the natural leader in that market. So if you’re the first to leverage social media effectively in your B2B niche market, it may increase your chances of being known and reaching eyeballs and leads.
What I’m saying is that social media is new and it should not be the only way you use as marketing to possible prospects. So where does it fit in an overall strategy and how much should you dedicate to it vs. other options like email marketing, content distribution, blogging, direct cold calling, trade events, traditional ads, etc…? And how do you track short & long term goal achievements?
So, social media IS scary. Because there is too much noise. Because trying to qualify a customer through social media is like trying to find THE customer out of a thousand possible ones. You can spend hours without success. And B2B sales organizations typically don’t work like this. This is why it’s so scary.
Dakx
It is true that social media scares B2B organizations. Lack of information, metrics, direction, strategy create uncertainty, therefore fear.
At Exo, we know that social media is not for every B2B organization. If your crowd is not there, either you create an opportunity for them to participe say on LinkedIn and lead the way through a reference group or wait that users get there. Still, being present is the least one can do. At the very least, it establishes your credibility as people check you up. Online search now provides results from social media profiles. Just for that reason, B2B organizations have to have a credible point of presence.
We also agree that social media is not to be considered as the only tactic to gain customers. Social media is used within content marketing efforts. Content marketing can only happen correctly within a well thought out marketing strategy.
Our clients get results through social media focused on B2B. We strategize and then get social and more with measurable actions. With structure and data, fear fades away and benefits happen. It’s a matter of knowing who is your crowd.