We don’t have a choice on whether we do social media, the question is how well we do it?
Part of the allure of social media is that it “addresses the world,” but when you think of it, you really don’t want to speak to the world— just that part of it that is interested in the things you are; your industry, your products and services, the developments and issues that affect these things.
In a post on businessgrow.com, columnist Srinivas Rao refers to what he calls “Social Media’s Mass Attention Myth” in speaking to how social media users overreach in their use of the tool. He suggests that users throw out these questions—
and concentrate on providing exceptional content. “Diminishing those who spend their valued attention with you to nothing but metrics and measurements is tragic,” he says.
Rao’s use of social media started to flourish when he “focused on how to make my content as valuable as possible for the people who were already there, even if there were only a few of them.” This is how to build a community.
Virtualsocialmedia.com recently posted a number of steps to establish and target a niche market through social media:
An article in Inc. echoes this further, recommending “instead of reaching the masses with your social media campaign, hone in on your target customers with the content they need.”
The Niche Marketing Blog puts it this way: “The real power (of social media) lies in the niche marketer’s ability to interact, to comment, and to respond to the stream of information in which they are competing.”
By definition, B2B marketers are more targeted than their B2C counterparts, so they should have a leg up in leveraging social media to effectively find the profitable fish amidst the amorphous school.
For years, we’ve been helping our clients do that effectively and efficiently through superior content and writing. If you’re in a technology-related business, we’d love to talk about how we can help you leverage social media to your advantage.