I've created a four component framework for developing and executing a robust B2B social media strategy that has resonated well with our clients, whether they're just starting out in social media or are looking to optimize their continuing efforts. The four components are: Monitor, Engagement, Awareness and Demand Creation. I've presented this model in-depth to our clients through a number of presentations and webcasts but would like to share a little more about the first component, monitoring, with a wider audience.
Monitoring forms the foundation of any B2B social media strategy, and is not only effective for knowing where you should be now; it’s extremely useful to identify where your organization may need to go in the future. It is critical to break down your monitoring strategy into six categories, including:
Whether you leverage a technology vendor or an agency, ensure they can provide you more than just a brand monitoring solution. While share of voice and sentiment trends are useful, B2B organizations need more insight into how social media is used across a long buying cycle.
Jonathan Block is Vice President and Practice Director, Technology, at SiriusDecisions. He has developed key models and frameworks that enable b-to-b organizations to understand, evaluate and implement appropriate marketing and sales technologies, as well as advised executive clients on the role of technology to help drive sales and marketing integration and enterprise alignment. Follow Jonathan on Twitter @jblock.