How to Use Social Media Tools for B2B Demand Generation

St Mary's Church Weathervane, Edwinstowe

Here’s a refreshing guide for “how to use social media in B2B that does not involve talking about the specific tools,” but rather explains what to do with them.

Here’s a good one from Chris Koch, a leading B2B researcher and blogger for one of my favorite resources, the Information Technology Services Marketing Association (ITSMA). He starts off with three directives you may already be familiar with:

  • Monitor. Find and track the relevant conversations in social media and online.
  • Engage. Take an active role in social media by engaging with customers and influencers in the various forums where conversations are taking place.
  • Manage. Take an active role in facilitating and managing conversations, such as creating a blog or community.

No surprises there…but Chris breaks out detailed tasks under each of these headings. The result is more of a map than a signpost to B2B social media success. Here’s another excerpt:

Monitor

  • Track conversations about your company.
  • Develop a target audience. Discover customers and prospects that are most relevant for your offerings by observing the patterns and topics of their conversations.
  • Discover influencers. By monitoring conversations online, we can find the people inside and outside our companies that say smart things.
  • Gather research. Search tools can help you mine the data.
  • See the distribution of conversation. Some monitoring tools let you segment the different types of social media to determine where conversations are happening.

And there are five more action items under “monitor” alone, and much more analysis under all of the action items in the article. Good stuff.

Of course, we all have to decide exactly which form of social media will help us achieve our specific demand generation objectives, but digging into this meaty outline of B2B social media action items now will ensure you’re well-prepared to go the distance at any time.

  • Monitor. Find and track the relevant conversations in social media and online.
  • Engage. Take an active role in social media by engaging with customers and influencers in the various forums where conversations are taking place.
  • Manage. Take an active role in facilitating and managing conversations, such as creating a blog or community.

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