Using Twitter and Other Social Media Tools to Engage B2B Consumers
- Image by lawtonchiles via Flickr
I recently asked my Twitter community how to make the tool relevant in a business to business exchange since business purchasers don’t always have the same passion for your service as a consumer may. Among the great responses I received were a couple stand outs.
First @MarkBonham pointed out that “[Social Media] is great for building awareness/brand with a target audience. You want them to view you as an expert.” Creating community interaction, responding to questions, and providing information not only allows you to stay in the forefront of your consumer’s consciousness but also reinforces your expertise.
@choirshark reminded me that even if the buyer isn’t passionate Twitter and social media remains a good way to engage. Since social media is about Community, Context, Conversation and Collaboration you have an opportunity to continually reinforce your presence with the “cloud of influencers”.
While the content of the message may not be not be directly tied to your product and service offering you can use Twitter to remain in your consumer’s vision. For example if you sell toner cartridges you may offer online printer support to keep your message in the forefront. As long as you are providing value to the community they will endure some product placement among your messages.
It is important to keep in mind that within the context social media you need to provide valuable content or conversation to engage your community or they will revolt. Since social media is about community not consumers they need to be engaged in the conversation and content. This is no different than product placement in television-American Idol viewers most won’t mind a Coca-Cola cup in front of Randy or Simon, some viewers will be bothered by the Ford “music videos” inserted between commercials, and you would likely have viewer exodus if Fox allowed the advertising to have an obvious influence on the remainder of the content. The viewers and community participate because they gain value from the experience.
To get the most value from social media a business my remain relevant, participate, be engaging, and helpful.
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