While attending the BlogWorld Expo, I set out to learn how social media might apply for those who are building relationships B2B (business to business).
Actually, there is no real difference if you have the right mind. Social media tools are best used to build relationships. Those working B2B are building relationship with people inside companies, where B2C (business to consumer) practitioners are building relationships directly with the consumer.
Nonetheless, if you are learning to use social media tools in a B2B setting, I would recommend that you follow Kyle Flaherty. Kyle spoke on a B2B panel and I found him to speak intelligently on the subject, and in particular, had a laser focus on expecting a return on investment (ROI) from social media strategies.
Here is a quote from his recent blog post from the BlogWorld Expo:
"Social media is still being viewed as a separate entity within organizations. My belief is that this is the wrong approach and that social media must be part of the DNA of all your communications, internal and external. You don’t do eMarketing anymore right? Well you shouldn’t be calling it social media marketing either, because it’s not true."
I couldn't agree with Kyle more profoundly. Far too many see this as another way to sell stuff. If rightly applied, social media is best used to build relationships, and the "sell stuff" will follow.
This was one of the fundamental lessons I learned in our business. The moment I quite trying to sell my clients stuff, and rather diligently worked to meet their needs, and build life-long relationships with them, the "sell stuff" went through the roof.
People don't want to be sold stuff. At the end of the day, they want stuff, and want to work with someone who has the stuff, but they want this to be someone that they can trust, and build a relationship with. Although, most confusingly, they will never come to you saying this.
This is a critical lesson to learn. Learn it well grasshopper! :)
