How B2B Marcom Can Accelerate Enterprise Social Media
The following presentation is excerpted from my 9-page white paper, Enterprise Social Media… The Next Trend in B2B Social Media. It shares a number of reasons why B2B marketing communications teams are well-suited to lead or at least make a significant contribution to enterprise social media initiatives. One of the most important contributions B2B marcom folks make is their social media experience… not to mention the fact that we’ve already learned from some of the most common mistakes, which I now see enterprises making.
Habit number two in Stephen Covey’s, The Seven Habits of Highly Effective People, is “Begin with the End in Mind.” When it comes to enterprise social media, it’s often ambiguous for colleagues to know how the end state is supposed to look. Enterprises suffer from what marketers learned early on… you must not focus on social media tools; instead focus on what you’re trying to accomplish. Then, see if, or what, social tools can help you accomplish your goal. Slides 13 and 14 include an example of integrating social tools into the enterprise communications mix.
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