The Awkward Prom Date of B2B Social Media

It’s so not fair. Everywhere you look, all these B2C retail brands are getting engaged. (With their consumers. In social media spaces.) And most B2Bs are still poking their toes in the dirt trying to figure out how to get people to “like” them.

Look, B2B. It’s not that they don’t like us, their banks, utility companies, paper manufacturers, chemical fertilizers… They just don’t, you know, think of us in that way.

To a laid-back B2B brand that’s built its marketing program on ads and trade shows, clamoring for consumers’ attention in social media can feel like a shouting match or a good way to get elbowed in the eyeball. After enough rejections, false starts, and failed strategies, you might start asking yourself if you even belong in social media.

The answer is YES. But not in the same way as Doritos or Kleenex.

Consumers expect you to be social. Social media is nothing more than a means to being social. It’s not a gimmick, it’s a communication tactic that supports traditional media. It’s a way of interacting with consumers. Brands that do it well not only successfully engage consumers but also build brand equity.

Yes, it’s a popularity contest. But the only losers are those who don’t participate. Two things:

It’s okay to be used.

Consumers may follow a B2C brand because they identify with it. You’re likely not slick, or sexy, or pretty, or macho. So, think about the squat, weird-looking kid you always see in a group of friends. Why do they keep him around? Maybe he has a great personality. Maybe he always has a pack of gum to share or is willing to cover the cost of a movie. The point is, if you offer value (real value – special offers, contests, deals, or the kind of information they couldn’t have gotten anywhere else) consumers will follow you, keep following, and pay attention when you have something to say.       
                     

Don’t be a poser.

So you’re not one of the “cool” brands. So scores of people aren’t likely to shoot viral videos of themselves holding your product (or service). The sooner you let go of the need to be that, the better. Here’s what you do have: a unique voice. You know what that voice is, it’s what makes your company a success.

Don’t change who you are just because you’re using a different communication vehicle. Think of social as an opportunity to express your company’s core message and beliefs, but from a new angle.

Now, loosen your tie a bit and shake hands with @JoeConsumer. As you sit down together, think about it: What is he expecting to hear from you?