“The following post is from one of our partner agencies via Worldwide Partners. While we feel that the opinions shared are very relevant and timely for the B2B marketing community, they may not represent the views of Godfrey, specifically.”

Social Media in the B2B space has been slow to evolve for a variety of reasons, yet its imposition on the marketing communications repertoire of tactics is inevitable. The main impediments have been:

1. Fear of an “uncontrolled” message
2. An inability to track ROI
3. How to bring it on inside and outside
4. “We hardly have our website working, and you want us to do this?”

Yet affinity groups are the heart and soul of robust social networks. B2B audiences are all about affinity. The free and open exchange of information and experiences are also key to social media. The B2B environment is rife with both.

Another inhibition is the fear that B2B is already hopelessly behind, that they’ll feel foolish trying to get into something they don’t understand. Take comfort – no one understands it. Consumer marketers are just as unsettled as you are. But they’re willing to take chances, experiment, and feel their way along. Learn from them, the pioneers, and adapt what they know to your world.

Social media isn’t just Facebook. It’s lots of things, from LinkedIn to Twitter to old-fashioned discussions groups. There are lots of B2B marketers already heavily involved in all these things.  Go forth and explore.  You may be surprised at what’s awaiting you.

Chris Knopf
Chief Executive Officer
Mintz & Hoke
Avon, Connecticut
chrisk@mintz-hoke.com

Website: http://www.mintz-hoke.com
Blog: http://www.mintz-hoke.com/Bills-Blog