In the words of Alice Cooper, “school’s out for summer,” which means one thing: fun in the sun. Sounds great, right? Well, if most people are like me after a school year of non-stop studying (or at least that’s what I tell my parents), I’m not quite ready to be in a bathing suit yet. So, for the past month and a half I’ve been making more visits to the local gym. I’ve noticed a greater number of middle-aged males on the weight machines this summer, and to be honest, many of them look like they’re hurting themselves more than helping themselves. They know they need to use the machines, but they don’t know how. This is the case for many B2B marketers in regard to social media.
According to BtoB Magazine’s 2013 Marketing Priorities report, 56% of B2B marketers are increasing their social media budgets this year, but are still trying to figure out which tools to use and why. Despite the increase in spending, a recent article by Wendy Marx suggests that the majority of B2B marketers fail to think holistically or strategically about implementing social engagement or listening tools, much less tracking their efficiency. “Who cares if you have 5,000 or even 25,000 followers on Twitter if you’re not doing anything with the followers?” Marx asks, describing why many B2B marketers are starting to call B.S. on social media marketing (A B.S.-related aside: A must-read book to gut-check your assumptions and call B.S. on what you’re being sold in relation to social media marketing is B.J. Mendelson’s Social Media is Bullshit!)
As a hater of B.S. with a desire to tie effort to positive results, I offer five tips to improve your social media marketing efforts.