Being a social media marketer, I can always count on a variety of reactions when I mention “social media strategy”. Some praise it as the best innovation since the Television, while others dismiss it as a fad. The excitement about the phrase may be too much and sometimes it is difficult to separate the hype from reality. In this high-tech environment, we see big corporations and small businesses alike jumping onto the social media bandwagon. Sometimes you wonder if they are rushing blindly into the social media fad without really understanding it. And really, they may be wasting their time.
The term social media is used to describe a range of web or mobile-based software designed to foster communication among individuals with a shared interest. For example, a local retailer might want to connect with other Face book users who live in Melbourne and list “shopping” as a favorite past time.
In the business sense, many people believe social media is a must-have. Just like a website, social media helps to bolster your brands credibility and gives an extra edge that makes your company more talked about. It helps to reach to a large potential customer base that is mostly online. According to Google Statistics, in 2008 15 million Australians have access to the Internet. Why not take a shot and try out social media to tap into that market? Especially when social media tools are relatively cost efficient- facebook/twitter/linkedin are almost free.
That sure sounds exciting to those who are promoting their products to customers. However for those in the B2B marketing, it does not seem suitable for their industry. In fact, it may be a waste of time. I can empathize with this point of view but I would like to point out that it could be suitable for B2B Marketing.
For example, Kinaxis that is a supply chain management Company based in Canada. When you hear the words “supply chain management”, you do not think “great media case study”. However, it is one of the most successful when it comes to social media. When they started out their campaign, they had goals of doubling their leads and web traffic numbers. However, their strategy had exceeded their expectations: 3.2x in leads and 2.7x in web traffic numbers. How did they do it? They used humor to connect to their customers and attract potential customers. Just look at this video series called “Suitemates” they developed this year. They promoted it as “the comedy series big ERP doesn’t want you to watch”