I’ve had many a discussion recently about B2B social media and how to pitch it. The discussion moved towards the way clients perceive social media as merely a personal medium and how removing the social aspect of social media can still leave us with great content and conversation. To be honest, I’m in two minds about this.
We may choose a different manner to conduct a business conversation but should we remove all social aspects of an online personality for B2B communications? I’ve often found the most successful business development and account managers are those who connect on a personal level – despite the fact that the personal aspect may be helped by a well noted CRM database or contact profile.
However in a guest post on A Digital Perspective, the PR 2.0 team make a pertinent point “people are looking for answers, not necessarily friends”. In a one-to-one situation, the solution is easy – you can tailor your approach to suit the situation. In a one-to-many situation unfortunately this becomes a little more difficult.
B2B marketers are embracing social media, as indicated in the recent survey “Harnessing the Power of Newer Media Platforms for More Effective Marketing” (Daryl Pereira looks at this in his post). With 57% of those surveyed using or planning to use the channel, hopefully the business of being social has been considered in the strategy.
So where do you stand? As a client, do you trust someone who tweets about their haircut/househunting/hangover? As a provider, do you feel the need to keep things personal to truly engage? I’d love to hear your thoughts!