Social Media – A B2B Productivity Tool

The other day I was suffering from a severe case of writer’s block. In desperation, I sent out a tweet asking for ideas for blog posts. Within minutes, no less than Chris Garrett responded with a fabulous idea: “Why don’t you write about that?”

After I tweeted back that I’ve had success asking for help on Twitter in the past, he fired back … “Why don’t you write about that?” -

Social Media Does the Little Things Well – A BIG Plus for B2B

Thank you very much, Chris. Fact is, I’ve used Twitter and LinkedIn regularly to pick up little tidbits of advice, seek direction, and find resources without even thinking about it. But now that I do think about it, having these social media tools at my fingertips saves me an enormous amount of time. Some of the things I’ve accomplished by tapping my Twitter and LinkedIn networks:

  • Finding web designers and programmers
  • Getting user feedback on electronic newsletter platforms
  • Getting expert feedback comparing three potential e-commerce platforms
  • Getting ideas for blog posts
  • Finding new clients
  • Discussing the pros and cons of various email providers
  • Figuring out whether or not to buy an iPhone
  • Checking credentials of new potential suppliers
  • Getting feedback from peers on SEO and copywriting ideas
  • Finding merchandisers and affiliates in other countries
  • Getting ideas for blog posts, articles, and business cartoons

Anybody who’s spent even six months in b2b knows that these types of activities can take a long time to accomplish the old fashioned way.

It’s hard to get peer feedback in the real world. But, as just demonstrated, the generosity of social media participants never ceases to amaze me. (And by the way, I’ve never seen that generosity backfire or cost someone a penny’s worth of business.)

Yes, it takes time to develop trusted contacts on social media networks. But once you start to acquire them, you have a world of information and ideas at your fingertips.

B2b firms spend an great deal of time and mental energy debating whether to participate in social media. These debates usually occur on the sweeping battlegrounds of marketing strategy and branding strategy. Perhaps the focus should be on making life easier for the folks who do the actual work.

Let’s consider just one type of trench work. I can recall the days when I was a corporate buyer. I would have given my eye teeth to have a social media network to help me source products, obtain endorsements of potential vendors, and discuss price issues with peers. This would have eliminated errors, carved hours of routine work out of my day, and saved thousands upon thousands of dollars. Do you know a b2b firm that isn’t interested in eliminating errors, increasing productivity, and saving money? Perhaps the marketing and branding value of social media are just fringe benefits.

Social media as a b2b productivity tool. That’s a valuable idea – but to tell you the truth, one I wouldn’t have thought of without Twitter.
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