When it comes to social media, many marketers first concern is on “How” are we going to use social before the “Why.” They should really first consider the “who” are we trying to connect with and “What” do we bring to the party. Although marketing, most of the time, takes the lead in social media, it really involves the whole company starting with those that touch the customers – sales, customer service and tech support are a few that come quickly to mind. Marketing can’t create a spin campaign and push it out to customers. Social isn’t about you, it’s about the customer and what they want and need.
Valeria Maltoni in a recent post, Developing a B2B Content Strategy: Starts With the Who, outlines issues that marketing should consider when developing a social strategy. She notes that to stay ahead you need to adapt and evolve using your experience and expertise to serve your customers. It’s a good read.
What are you doing to get better connected with your audience?