Few B2B companies understand how people within their target audiences are using social media, but most are trying to get to grips with social media channels, according to a survey carried out by the Information Technology Marketing Association in March.
Key findings include:
- Most marketers recognise there should be no social media strategy; only marketing strategy
- Few companies are researching their target audience and their behavior for social media
- Marketers are struggling to provide content for social media
- Some marketers are using social media in the thought leadership development process
- Some social media tools are more effective during different stages of the buying process, however, few companies are mapping their tools to the buying stages
- Social media requires new roles, competencies, policies, and governance.
ITSMA recommends that marketers:
- Stop dabbling and treat social media as important marketing channels
- Integrate social media into the overall marketing strategy
- Recognise that social media is not a silo
- Research and monitor audiences and influencers
- Use social media to help refine and test points of view that you’re trying to develop into thought leadership
- Create a content engine to fuel the demands of social media
- Use social media to support peer collaboration and networking, most importantly at the beginning and end of the buying process
- Formalise processes, create governance, and develop a talent sourcing plan for social media
