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A mistake many companies make is rushing into Social Media without fully researching or understanding how they should approach the posts they put out – the ‘everybody else does it so we should do it’ mentality. A by-product of this is treating Social Media as a broadcasting channel and simply posting direct marketing messages on your Twitter and Facebook streams. The community reacts very negatively to companies not taking social media seriously and not actually engaging with them. Like it or not, you need to be social on social media!

It’s an understandable trepidation for large B2B businesses in handing a certain amount of control to the customer. But this needs to be overcome and particularly for SME’s to truly realise the business potential of social media you have to talk to your customers. Engage with them, find out their pain points and discuss industry issues with them. Do not be afraid if what you’re talking about appears off topic – you are spreading your brand awareness and perception and will be welcomed into the online community. It is absolutely vital that you engage on Social Media.

In the next blog of the series we will look at how to measure how successful your engagement has been and how you can action these findings.

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