There is no doubt that B2B social media participation is increasing at a rapid rate, however, with this growth comes added scrutiny. The nature of social media takes into consideration corporate participation in social conversations and interaction with consumers at the click of a mouse. While social media is wonderful for driving website traffic and
There is no doubt that B2B social media participation is increasing at a rapid rate, however, with this growth comes added scrutiny. The nature of social media takes into consideration corporate participation in social conversations and interaction with consumers at the click of a mouse.
While social media is wonderful for driving website traffic and balancing out your online marketing strategy, you can do things that are guaranteed to alienate your follower base. Here are 4 ways to screw up your social media efforts:
1) Be inconsistent: What does that mean? Tweet once and then never tweet again, or worse yet–set up a group on LinkedIn, invite all of your contacts and never update it. Social media is all about owning and preserving your presence in online so be sure to do it in a significant way on a recurring basis.
2) Be bossy :
If you invited users to your Facebook group more than once, you are laying it on too thick! The benefit of social media is that your audience/follower base is continuously growing so you needn’t bother the same group of people in order to force growth. If you are providing useful content and information to your followers, your group will grow organically. And–if you do feel you wish to enhance growth with an invitation, be sure to send it only once! There is nothing worse than a desperate invitation.
3) Be selfish :
There are several motives to set up a social presence, but one is to communicate the most relevant information with your audience/followers. There are few exclusions (if you are Apple, you really don’t need to spread out information on anything but …well, Apple!), but we should all be conscious acting selfish with our updates. Be sure to pass along relevant links that aren’t geared at driving traffic directly to your website. Your audience will appreciate the varied information and won’t feel like they are being flooded with content relating to only YOU.
4) Be childish:
In the online space, you can find review sites that cater to nearly any business. Whether you are a storefront or a venture capital firm, you can rate a site and review the services you offer. Being childish in your responses to negative feedback is a really easy way to drop your credibility. Sure, negative reviews can be upsetting, but an irresponsible and emotional response will do a lot more damage to your reputation in the long run than that one negative review. Instead, use these reviews to better your organization at every turn and respond tactfully to negative feedback.
Be decent social citizens and avoid these pitfalls!
Corey O’Loughlin is a Marketing Analyst at OpenView Labs and is responsible for marketing initiatives for both OpenView as well as the portfolio companies.
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