Aligning social media with B2B business objectives is a challenge for all companies using the tool. According to recent research by the Altimeter Group, the challenge is proving a daunting one indeed:
In a recent post on Linked In, Brian Solis, the executive producer at The Pivot Conference, points to why organizations should think in terms of social business strategy:
There’s a difference between a social media and social business strategy. Social media are the channels where information and people are connected via two-way platforms. Social media strategy defines programs specific to networks and the corresponding activity within and around each. Altimeter’s definition of a
successful Social Business Strategy (SBS) is one that aligns with the strategic business goals and has alignment and support throughout the organization.
The post goes on to list seven essential steps for successfully establishing and scaling social media throughout an organization, garnering executive support:
Bottom line, due diligence and hard work must inform any successful social business strategy. Too many companies think that merely having a presence on Facebook or Twitter— falling prey to what the author calls “the shiny object syndrome”— will suffice to successfully leverage the booming social media channel. That’s shortsighted, wrong, and likely to lead to the kind of frustration those lean percentages above indicate.
A good starting point for B2B companies to avoid this: the new
e-book Solis has written with Christine Li, The Seven
Success Factors of Social Business Strategy.