B2B Marketers Need To Be Mindful of Balancing Commercial Goals With Reach To Maximise Social Media Opportunities, says Punch

Share Article

Although business-to-business (B2B) marketers favoured Facebook over other social platforms in 2011, they need to be mindful of the value of user engagement and the potential reach of consumer-oriented content across the site in order to take best advantage of the opportunities within social media.

News Image
The more that marketers recognise the type of content themes that are valued by the community, the more they can meaningfully participate in conversations and consequently develop a commercial foothold with the community therein.

Although business-to-business (B2B) marketers favoured Facebook over other social platforms in 2011, they need to be mindful of the value of user engagement and the potential reach of consumer-oriented content across the site in order to take best advantage of the opportunities within social media, according to search, social media and public relations agency, Punch Communications.

According to the ‘2011 State of Digital Marketing’ report by Webmarketing123, Facebook remains the social media network of choice for business-to-business, with 35 per cent of B2B marketers using it as their primary platform, compared to 26 per cent using Twitter. However, consumer oriented content remains the most shared on Facebook in 2011. Consequently, B2B marketers need to find the right balance between targeting their customers and ensuring broadscale reach through mobilising consumer engagement.

Pete Goold, managing director at social media agency, Punch Communications, commented: “Although Facebook remains a consumer-centric social network, the site’s user base has great appeal for B2B marketers.
Businesses wanting to utilise the site need to ensure that the tone of their content is suited to the network – which might mean taking a different, less formal approach than in other channels.

“Take the top 10 most shared stories for example. The most shared article was by the New York Times and was regarding the Japanese earthquake. But, of the remaining nine, two stories referred to zodiac signs, two more involved dogs, and one was a video of a father-daughter dance medley. The more that marketers recognise the type of content themes that are valued by the community, the more they can meaningfully participate in conversations and consequently develop a commercial foothold with the community therein.”

Punch Communications is a PR, social media and search agency with a global reach and client base to match. For more information, please visit http://www.punchcomms.com.

Sources:

###

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Pete Goold
Visit website