Update: I’ve edited this post to provide a more objective view of social media and how it can be applied.
This is the third post in a 6 part series on how to use social media. In this third installment, I highlight how yoru can participate in social networking sites.
Social Networking Sites
Marketers are seeking to break into several social networking sites, such as Facebook, LinkedIn and MySpace. From my perspective, there seems to be two popular models right now – create a group or fan page or participate in existing communities (what Jeremiah Owyang calls “fishing where the fish are“). The former requires dedication to manage the community and ensure that there is fresh content. The latter requires participation in a group without the onus of owning that community.
And while I believe social media should be an integral part of B2B marketing, the reality is that this takes a concerted effort and time. As such, I recommend aligning your efforts with the latter strategy until more staff or focus can be given to the former. While there are different communities to join, LinkedIn has some benefits that you should consider.
Why? I hate to say this, but frankly, of all the social networking sites, organizations can be overtly salesy on LinkedIn. I know, I know – that isn’t the point. So let me be clear, I DON’T RECOMMEND THAT YOU SELL FROM THE PLATFORM. Rather, apply the same rules you would apply elsewhere – be transparent of who you are and offer valuable information. So even when others are being blatantly self-promotional, you and your company are seen as contributory. You’ll see what I mean below.
With that said, here are the aspects of LinkedIn that I recommend:
LinkedIn Answers: Monitor questions for topics that are you related to your company. When appropriate, respond to relevant questions to position you and your company as an industry expert. There will be instances when you can recommend your company as a prospective vendor. Again, you have to be careful that you’re not too self-promotional as your answer can be flagged as inappropriate. Overall, LinkedIn Answers is a good way to provide brand awareness for your company. And since LinkedIn Answers are searchable, your responses may appear in Google search results.
Groups: There are numerous groups within LinkedIn. It’s important to research specific groups as some may be more self-promotional than others. I recommend seeking groups with audiences that are relevant to your company and have good participation by its members. Once you join a group, monitor the discussions before fully participating.
Group Questions: Like LinkedIn Answers, each group incorporates this same functionality. By responding or asking questions in a group, you position your company as an industry expert to a targeted audience relevant to your business.
News: You can submit article links, like Facebook Share, that are relevant to the groups. In addition to blog posts, you can submit general news articles that mention your company or are relevant to your industry. You can also consider submitting submit press releases. While this is slightly self-promotional, make sure the article or press release discusses a larger trend of interest to the group.
Events: LinkedIn recently introduced a way for members to post events. If you have a webinar, in-person seminar or other gathering that you want to promote, LinkedIn events is a place to promote it. What I liked is that they have an option for “virtual events” as well. You can then share this event with your contacts as well as be searchable by other LinkedIn members. One drawback, in case you have to cancel the event, there doesn’t seem to be a way to delete the event.
Overall, LinkedIn is a great way to position your company or company spokesperson as an industry expert, while increasing brand awareness with key audiences. Your participation can also have competitive advantages as well when potential sales leads are researching and evaluating vendors.
And if you or a colleague is dedicated to moderating an online community, consider setting up your own group. HubSpot has done an excellent job at setting up their own group, moderating the group and finding synergy with their Facebook presence as well.
Other posts in the series:
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Cece Salomon-Lee is director of product marketing for Lanyon Solutions, Inc. and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.
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