![]() But if you are unable or unwilling to generate meaningful content on a consistent basis (at least twice a month), or to merchandise your blog content properly (which means taking specific steps to promote the content with target audiences), then do not start a blog. A company blog is the most effective way to leverage social media. If your website has not been refreshed and updated in the last 3 years (which means more than simply sticking press releases in the “News” section), then your company is due for an overhaul. Don’t bother with social media tactics unless this tool is all that it can be. This is the online mother ship of your brand. ![]() – missing opportunities to use appropriate social media tools.Īt the risk of generating a firestorm of debate from social marketing gurus armed with clicks, likes, re-tweets and other forms of meaningless ROI validation, and based on the social media casualties we’ve seen or treated first-hand, the following guidelines are suggested for small and medium-sized B2B firms: ![]() – not using appropriate social media tools correctly, or – using inappropriate social media tools, Simply, there are far too many B2B companies that are either: The impact and potential of social media is far more significant than desktop publishing, but this also means that its range of casualties and cost of misapplication are exponentially greater. Over time, even the bean counters came to understand that misapplied technology can be very costly. Every company needed desktop publishing corporate bean counters promoted the cost savings anyone who learned how to use the software claimed to be a graphic designer, and the trend resulted in the most unprofessional and ineffective marketing & sales collateral every produced. New software programs enabled companies, for the first time, to design and produce their own graphic materials in-house. The past decade’s social media debacle is akin to introduction of desktop publishing in the early 1980s, when personal computers arrived in the business world. As if CMOs needed another cause for termination. Rapid, lemming-like adoption of social media tools by small and medium-sized B2B firms – fueled by an army of self-proclaimed social media experts – has resulted in wasted dollars, missed opportunities and heightened distrust of the marketing function in the C-suite.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |