Building a trusting relationship through social networking sites
As we’ve all seen, social networking sites aren’t going away. Facebook and Twitter are more mainstream than ever – it seems you can’t turn on the television to watch the local news without learning how to follow the latest news on Facebook or read an article online where the company entices you to follow it on Twitter. The same is certainly true in B2B advertising. According to a recent AMR study, B2B advertising spend on social media and lead generation sites is forecast to grow at an annualized rate of 21% and 17% respectively by 2013.
However, it seems that many companies still struggle with these social networking sites and how to get the most out of Twitter and Facebook. They all know they should do it, but what is the most effective way? Building a Twitter relationship with your followers doesn’t happen instantly. They have to learn to trust you – as with any other medium. In order for this to happen, it is very important to provide them with the most relevant content. Yes, we are always talking about how content is king on this blog with online lead generation and the same is true with Twitter. You don’t want to waste people’s time and if you give them what they want, they will come back for more. I came across this article that provides some great insight into how to engage your B2B followers – http://socialmediab2b.com/2010/08/b2b-engagement-twitter/
Once you start building up your content for your tweets and seeing more and more followers, you can move on to the next step to determine how effective your tweets are and how much you are influencing the community. At the end of the day, we all want to be leaders in our space and have customers flock to us for advice and learn to trust us implicitly.
So, now, I’m going to turn the tables and ask you, my fellow marketers, how are you using Twitter within your organization? How effective has it been to date and have you started to track its effectiveness to report any metrics internally?