Marketers are continuing to engage the social media in their business-to-business marketing mix. Among the most frequently mentioned benefits are driving website traffic, social buzz, branding, product feedback, SEO benefits, lead generation, and event promotion.
Certainly some types of businesses see more advantages and benefits to social marketing than others. A smaller company may be more eager to employ social media tactics than an established, more traditional large corporation. The particular media platform utilized is also a key to the social marketing plan. For example, Twitter may be preferred by banks and financial services firms discussing the markets and investment trends. Facebook seems to be well-suited to building awareness of consumer household products. LinkedIn is being utilized by professionals networking on legal services.
Among the issues and current considerations in social marketing today are the ability to measure ROI and determining the effectiveness of the marketing tactics being employed. Some companies may have metrics to at least partially attribute gains in website traffic to a social media channel. Other businesses, perhaps new to the social media, have not yet become concerned with analyzing their social media efforts. Still others may be content to at least partially conduct a quantitative analysis of their marketing programs. Also, when multiple social media tactics are being employed, it may be unclear which media channel can be identified as the key contributor.
Company policies regarding employee social media usage are also under widespread review. With most businesses being relatively new to the entire social media arena, issues such as inappropriate comments and the limits of free speech by employees are just now being analyzed. While being too restrictive may run counter to the purpose of the social media, the image and reputation of a company may be inadvertently jeopardized with unlimited free-thinking by well-meaning staff.
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