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July 8, 2016

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SO WHAT ABOUT SOCIAL MEDIA AND B2B? | Part Five

Recently a research firm called the Altimeter Group released a widely cited study called ENGAGEMENTdb which used the Interbrand list of the 100 most valuable global brands as the basis for examining the level of engagement top brands had across social media channels (measuring factors such as a company’s likelihood to respond to blog posts). While Interbrand’s methodology for this particular ranking excludes firms that are exclusively B2B, it is interesting to see that two providers of business services (Thomson Reuters and SAP) found themselves in the top 10 of “engaged” brands (a list that includes Starbucks, Nike, and Google). The lesson here is that these firms are committed to engaging. In other words, once you open the door to dialogue, you must respond, and you need the resources to handle this responsibility.

Much of this advice presupposes that you have thought carefully about your brand from creation through to the ongoing management of its value. This will help you answer the question “Does a social media approach make sense for my particular business at this point in time?” In particular, you should carefully consider whether you’ve aligned the promise and delivery of your brand because, if you haven’t, this massive online, engaged constituency is sure to tell you…and the rest of the world.