B2B Social Media: Don’t Ask if it Works, See if it Fits

Who would have thought that even after nearly a decade of internet dominance, social media as a tool for B2B lead generation is still a “cyber myth”? People say it cannot be measured. Some say it doesn’t define a clear ROI. Others say there is no universal system for social media marketing. The rest? They’re getting all the benefits they could ask for. For a business that’s still in the stage of deciding whether or not to join the social media army, the question that lingers would be: does it really work?

But you see, that’s the wrong question to ask.

It’s like asking if Lady Gaga’s music is good or not. If you ask that question to a 50-year old pastor, you will most likely get a very different answer as compared to asking it to a 16-year old cheerleader. Social media marketing’s effectiveness is on a case-to-case basis, and therefore you can never really generalize whether or not it “works”.

An All-inclusive Catalog in choosing your Social Media Weapon this 2013

The more appropriate question would be: Will it suit my business? Or is it the right marketing strategy for my business to use?

B2B lead generation can take many forms, and if you choose to bank on social media, you might want to perform “tests” first before you give your full commitment. You see, while social media can be so powerful when used compatibly with your business, it also has the potential to ruin it if you don’t put enough thinking into it.

Because social media is not a one-size-fits-all piece of clothing, you’ll have to “try it on for size” to see if it is “right-fitted” for your business. Evaluate your capabilities and resources. Do you know how it works? Do you know the rules that govern it? Is the nature of your business fit to have a presence on sites like Facebook, Twitter or Pinterest? Do you have enough people to execute this campaign?

Then there are technical questions, ones that concern the lead generation aspect of social media marketing. Do you know how to measure your social media efforts? Do you know how your social media supporters would be converted to leads? Do you know what type of content you need to produce for your prospects?

Supposed you’re able to provide the answers to these questions and you’re able to assess your capacity to carry out the tasks, that’s the time you could reasonably tell whether or not social media marketing will work for your business. Don’t just ask if it works – you’ve got to see it yourself.

If you think Social Media Marketing is easy, Take a Look at this

If you think Social Media Marketing is easy, take a look at this

When you do your daily rounds of social media-hopping, you may stumble upon several businesses and brands enjoying a successful following on Facebook, Twitter and other sites. Curious (and a bit jealous), you might think it’s an effortless feat to accomplish, since there are so many of them scattered around the web.

The truth is: setting up a team for social media marketing is not that straightforward as you think.

A Dose of Quintessential Online Marketing Statistics to Further Fuel Today’s Social Media Hype

In this year’s Ragan/NASDAQ OMX Corporate Solutions survey, they asked a total of 2,714 marketers how the manage their social media marketing teams, and these are the interesting things they found out, just to show how it indeed takes a lot of work:


  • Of all the companies surveyed, 27% have their dedicated social media team, while 65% delegate social media tasks on top of the regular job obligations. Only 3% of them outsource to social media experts.
  • 25% of companies have interns help with social media.
  • 42% of companies have only one person who works on social media, while 40% have two or three personnel.
  • Companies not planning to hire more people to manage social media next year: 78%

Marketer qualifications

  • 25% of the companies say the most sought-after quality in social media marketers is experience, while 18% say writing skills.
  • 45% say it should be both academic degree and experience.
  • 47% of them prefer 1-3 years of experience and 44% for 3-5 years
  • Preferred degree: Communications – 77%, Public Relations – 76%, Marketing – 65%, Journalism – 42%, Advertising – 28%

Execution and evaluation

  • 58% of the companies post content at least once a day, while 22% post 2-3 times a week
  • 86% of companies measure social media in terms of likes and followers.
  • 76% measure it by web traffic, while 58% use “brand reputation”
  • 41% measure it by customer satisfaction, and 40% measure it by the number of new leads

Goals and setbacks

  • Only 5% of companies are highly satisfied with their social media campaigns.
  • Increasing brand awareness is the leading goal of companies at 87%
  • 62% aim to increase traffic while 61% aim to enhance reputation
  • Only 45% and 40% consider generating leads and increasing sales as major goals, respectively
  • 65% say that lack of time is the biggest problem they have, while lack of manpower comes in second at 63%
  • Other problems include lack of budget (41%), not prioritizing (39%), and even the thought that the task is too overwhelming (23%).