Building product manufacturers should utilize social networks to improve their organizations’ transparency and revolutionize the online conversation and community connection.
According to a Marketing Profs B2B report, marketers are using five social channels, the most popular being LinkedIn, followed by Twitter, Facebook, YouTube and Google.
A strong, strategic presence in the social space gives building product manufacturing executives an opportunity to educate and offer thought leadership to a wide range of audience. Leaders have a lot to gain by engaging in the various social channels, but it does help to have some guidance for diving head first into the real time communication of social media.
Below are best practices to consider before you tweet, post, pin, or upload your next video:
- Use your organization’s social channels as learning and teaching tools. By following other thought leaders in your industry, you can find relevant, up-to-date information such as news, trends and tips. These channels can also be used to keep up on the latest developments in the field and to follow the highlights of conferences they’re unable to attend.
- Approach the social space with a strategy. Before you hit send on your first Tweet, ask yourself what you’re hoping to accomplish and what are the expectations. You can look to your overall objectives and align your strategy with it. If transparency and community outreach are some of your goals, social can easily be aligned.
- Keep your PR department in the loop. Since senior executives have access to sensitive information, they need to be careful what they say. Depending upon the information, it would be a good idea to run content copy by public relations or legal departments.
- Loosen up and be personable. Leaders need to keep in mind that when they’re engaging in these channels, they aren’t talking to their board. They’re talking to their neighbors and friends. They need to be relatable and casual.
- Listen and respond. When you start engaging in the social space, you must listen to what consumers are saying about their experiences with your products and more importantly, respond when they have a concern, complaint or praise. This will build trust with your audience by giving the impression of openness and honesty.
Read the full report: Marketing Profs B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends