I’m increasingly convinced that if you’re doing social media in B2b, and you don’t have it tagged to an employee advocacy programme, you’re doing it wrong.
Sure, it works in some cases, and you’ll get hashtag numbers. You might even get some hashtag engagement. And possibly some sales. That you won’t be able to track, but hey, it’s fine, you know it’s happening.
I think more and more that B2b social should be a middle step, an important island situated somewhere between your content strategy and your employee engagement strategy. And you really need to do all three for it to work properly.
Regardless of industry or size of company, employees will be socially connected to relevant people who trust them, who are interested in what they have to say and who treat them like information filters. They’re the ones capable of sharing, contextualising and socialising your content. Not your crappy corporate account. Although stick it up there as well, just because.
So stop wasting your time obsessing over the growth of your corporate accounts. Stop jumping from platform to platform, stop following the shiny stuff and start getting your content into the hands of those who can put in front of the real audience.
(if you’re interested in employee advocacy strategy, give Sarah Goodall of Tribal Impact a follow on Twitter, she posts some very good stuff)