When I was three-years-old, my mom signed me up for ballet with the rest of the rhythmically-challenged preschoolers. Instead of jumping into my tutu and hitting the dance floor with the other girls, I raised an eyebrow in judgement.
I agreed to go to the class, but only as an observer. I would watch from the sidelines, with the comfort of a juice box and my stuffed duck, Quack Quack. Once I determined that the instructor wasn’t obnoxious, the dances weren’t humiliating, and the other girls weren’t making fools of themselves, I agreed to partake the following week.
Even now, I still have that same cautious, let’s-see-how-this-affects-other-people-first approach to new things. Especially social media. I never had a MySpace in high school, was the last of my friends to finally get a Facebook (tag me!) and have observed the demise of today’s social flavors of the week thinking, one less account to deactivate!
Adding in the pressure of managing professional social media accounts takes my tactic to a whole new level.
It’s important to be cautious with your company’s social media presence. There’s probably no reason for a healthcare company to use Snapchat or accountants to make Vine videos. Know your industry, know your company culture, and know what you can get away with.
With that said, you still have to embrace the power of social media. It gets your content to a lot of people very, very quickly. You can share blog posts on your company LinkedIn page, Facebook profile, and Twitter account. Put webinars and presentations on YouTube and SlideShare. Announce updates, events, and conference dates on Google+ and even Instagram.
- Don’t be lazy: Keep a list of all the social media accounts your company has. This way, when you’re applying your inbound marketing strategy and sharing content across channels, all you have to do is move down the list. It sounds easy, but marketers keep track of so many sites, usernames, and passwords, it’s easy for new additions to get lost in the shuffle.
- Don’t let your account collect dust: I’ve seen this a lot on Pinterest. Last year, tons of articles (even one from me) came out boasting, B2B Pinterest is possible! B2B Pinterest is working! We all jumped on the bandwagon, but some companies gave up and stopped uploading content and pinning to their boards – now they’re left with sad, empty looking profiles.
- Don’t be afraid to stop what’s not working: Leaving a stagnant social media account looks bad, but there’s no shame in deactivating what isn’t working. As a marketer you should know, if a tactic generates more headaches than leads, it’s time to evaluate your strategy and experiment with a new approach. Apply that same philosophy to your social media presence.
- Don’t hold yourself back: This is me trying to take my own advice. Certain social platforms, especially Twitter, allow you t experiment with your company branding and expose the more casual side of your culture. Of course, remain professional, but your leads and customers love a sneak-peek into the human side of the business.
Social media attracts buyers to your brand across the entire sales cycle when they stumble upon your content, consume it, and continue the conversation on your website. It’s okay to sit back with your juice box and observe how others are using their tools. However, once you put on that tutu and strap on those ballet shoes, dedicate yourself to your B2B social media presence.