Social media and B2B marketing: a difficult balancing act
Written by Administrator
Tuesday, 15 May 2012 10:58
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Social media is a potential minefield for B2B salespersons who seek to exploit it. Diving into social media can also eat a lot of time. Within the context of B2B sales, the biggest problem is that its culture, tone, and rules evolved around the needs and preferences of teenaged and twenty something consumers and not large-scale organizations and corporate functions. The B2B salesperson who attempts to promote his business on Facebook or YouTube often feels like the proverbial stranger in a strange land. A misstep can result in lost time or worse: lost business.

Nevertheless, the Internet and social media are constantly evolving. For this reason, the topic cannot be ignored. At the time of this writing, online social media is of limited use to B2B salespersons. This may change in the future, if a more B2B friendly landscape evolves. A solid understanding of the present will help you to anticipate and detect future developments.

As a B2B salesperson, you need to understand the challenges currently involved in using social media as a promotional tool. This will enable you to avoid many of these challenges in the short term.