about Social Media
Marketing in B2B
from Top Experts
by Massimo Burgio, March 2010
Last week the cutting edge online magazine and knowledge sharing community Mashable published an interesting article on Social Media Marketing for B2B, asking 13 top experts what was the biggest lesson they learned in B2B social media marketing.
The 13 answers, all enlightening, make a perfect list that all B2B marketers should review before deciding to engage on social media marketing (and they are a good list also for the B2C marketers, too!). I shortened some of the longest ones from the original version published on Mashable, and added a final recap of the learnings at the end of the article.
But it’s not all – the lesson learned are 13+3+1 because I republish here also three very interesting contributions to the online conversation by members of the Mashable community, and I added my own lesson learned too! Let’s review these insights and experiences in social media marketing for B2B.
B2B is more P2P – people to people. Make your business more human. (Jason Falls, Social Media Explorer)
Content is the best B2B social media lesson. (Chris Brogan, New Marketing Labs)
Social media isn’t about you, it’s about them. (Seth Godin, SethGodin.com)
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Excellent insight on B2B social media marketing and social media strategies from thirteen among the top experts in the field!
But, wait! Why the blog post said 13+3+1? Because I like to hear from the audience, too – like I do when I am speaking or moderating conferences – in this case, I reviewed the comments left by users to the article published on Mashable, and I have found more valuable insight to share with you. The comments I liked the most come from a 20-years old graduate and a couple of unidentified users with arcane nicknames.
Let’s see what are the 3 additional lessons learned in B2B social media marketing.
mp4u also added as comment to the article an excellent recap of the 13 social media marketing lessons from the B2B experts, that I will surely use as bullet points in one of my next presentations on social media topics, obviously also adding the other 3+1 B2B insights.
13 Social Media Marketing Lessons for B2B recap
1. Trusted friend
2. Interesting content
3. Targeting audience
4. Community strategies
6. About them
7. Offline engagement
8. Being human
9. Customized engagement
10. Tangible goals
11. Follow the interactive crowd
12. B2B do use social media
13. Putting customer needs first
+ 3 additional Social Media Marketing Lessons for B2B
14. Hard data and analyses
15. Longer introduction process
16. ROI in social media is an hard sell
+ 1 personal lesson on Social Media Marketing for B2B
17. In-house is better
My personal contribution to the discussion on Mashable (also reported as comment to the post) is that B2B marketers should build their own social media team internally, maybe with the initial support of a social media marketing agency for social media set-up, kick-off and resource training.
A good advice to B2B marketers is to allocate and train at least one internal resource (two is better), so to be able to manage directly the most strategic / delicate channels, and to be the point of contact and knowledge hub for the agencies supporting the social media marketing efforts. In-house is definitely better than outsourced – and this is more and more requested also by our B2B and B2C clients, for which we provide more and more training and support to make them able to engage successfully on social media networks with their own internal teams.
Before closing this post, let me say thank you to Tamar Weinberg at Mashable for putting this great article together and moderating its comment thread, to the B2B expert for their 13 precious advices, and to the Mashable community for providing us with additional 3 b2B social media marketing insights!