May 22nd, 2013
Author: Jennifer Rideout
7 steps to social media listening success
Social media listening

Social media listening as a foundation for your social strategy

It’s true. Listening is the most important part of your social strategy. Social media listening is even more important than the content creation. So far, we’ve talked about the quality of followers being more important than the number of followers and provided a step-by-step process for identifying the right social media platforms for your brand. If you’re a B2B communications pro, you have your social media objectives laid out, have planned your launch and have your team in place.

But now what?

Now it’s time to listen. Simply put, listening should drive your B2B social media strategy. Here are few reasons;  listening will tell you when your customers and partners are upset; listening will tell you when your audience has unanswered questions about your product; listening will let you know how customers feel about your brand; and listening will even tell you when there’s a sales opportunity. If you aren’t listening to your audiences, how do you know what they want?   Read More

 
February 11th, 2013
Author: Jennifer Rideout
How to determine which social media platforms are right for your brand

how to choose the right social media platform

In my first blog I discussed the fallacy of followers – the focus on the volume of followers, fans and friends a brand has across social platforms rather than on who those followers are – and outlined a strategy every B2B brand can follow to cultivate quality followers.

But let’s take a step back. What if your brand isn’t on any social platforms yet? B2B brands are moving – in droves – to social platforms, but how do you know which of the (seemingly) endless networks, forums and communities are right for your brand?

In short, you don’t.  Many brands have leapt into the social sphere believing it another mass-communication vehicle for one-way messages.  It’s not, and in order to cultivate the right followers – and by extension, grow your brand – every B2B needs to take a strategic look at which platforms are right for them.  And it starts with determining your social media objectives.

Read More