The documents discuss how businesses can use social media effectively. Social media allows companies to communicate directly with individuals and other businesses through platforms like Facebook and Twitter. It also lets companies share videos, photos and other content to engage with customers. Adopting social media strategies can help companies improve engagement, gain market insights, increase control of their brand message and enhance collaboration at a low cost. Key social media platforms for businesses include LinkedIn, Twitter, Facebook and blogs. Companies that utilize social media well gain marketing and communication benefits.

1. Crossing the Digital Divide Into
Increased Profitability and Sustainability

2. What is Social Media…Really?
• Social Networking refers to tools which enable both individuals and
businesses to communicate directly via platforms like: Facebook,
Twitter, etc.
• Social Media refers to specific sites which allow the sharing of video,
documents, photos, and presentations via digital uploading for the
purposes of sharing this data with the masses
• Social Relevance refers to a company’s individual online reputation or
brand.
SOCIAL TECHNOLOGY: The Next Frontier. (cover story). (2012). Financial
Executive, 28(4), 40-45.

3. The Rise of the Social Enterprise
• The very late 90’s and early 2000s saw the consumerization of IT.
Employees begin using online conversational media such as blogs,
instant messaging, etc. as personal digital devices circumvented the
company’s centralized IT bypassing internal bottlenecks. These
personal under-the-radar social tools were achieving communication
and knowledge sharing goals better than existing and expensive
enterprise software infrastructure.
SOCIAL TECHNOLOGY: The Next Frontier. (cover story). (2012). Financial
Executive, 28(4), 40-45.

4. What is a SocialCorp?
• A progressive, forward-thinking company that has adopted social
media effectively, in a way that accomplishes strategic business and
communications objectives without compromising the company’s
primary obligations as a corporation
Postman, J. (2009). SocialCorp: Social media goes corporate. Peachpit Press.

5. Why become a SocialCorp?
&
Why now?

6. The cost of putting social media tools to work is quite low so leaders of
organizations large & small have a fair shot at success!
 Better and more efficient engagement with employees
and business partners
 Improved Web Metrics
 Increased control over your company’s marketplace
message
Postman, J. (2009). SocialCorp: Social media goes corporate. Peachpit Press.

7. Continued…
 Connecting to suppliers to make supply-chain
processes more efficient
 The ability to crowdsource employees for new and
innovative solutions to problems
 Smoother and more productive collaboration among
employees located in different offices around the
country and around the world
Berkman, R. (2014). The Social Enterprise. Online Searcher, 38(6), 45.

8.  LISTEN: both internally and externally more efficiently
 EVALUATE: problems with immediacy
 ADMINISTER: preventative and/or corrective actions
 RESPOND: to issues personally/intimately
 NAVIGATE: social media platforms both present and
future more efficiently and strategically to achieve your
company’s goals
The sooner you get moving, the more likely your company will be able to adapt
and L.E.A.R.N when new channels emerge.

9. Marketing in any aspect requires a “think outside the box” approach
and with this the courage to experiment. Like any business decision, a social
strategy requires a plan and a purpose.
 Currently B2B Social Media has limited hard data or
(quantifiable metrics) However, marketing has
ALWAYS struggled with these criteria.
 A social strategy requires operational, technological,
and customer service resources—all of which extend
beyond the marketer’s control.
Tsai, J. (2009). EVERYONE'S SOCIAL (ALREADY). CRM Magazine, 13(6), 34-38.

10.  Conduct information audits to identify how and where
social content is currently being used in the enterprise,
where blocks exist, and current needs and new
opportunities.
 Ensure the right information – valuable and credible
information – is available to the right person in the
right function at the right time.
Berkman, R. (2014). The Social Enterprise. Online Searcher, 38(6), 45.

11. Which Social Media Platforms are
Most Effective for B2B?

12.  LinkedIn
 Twitter
 Facebook
 Blogs
A recent research study published in the Journal of
Customer Behavior concluded that the following platforms
are key for B2B marketing
Brennan, R., & Croft, R. (2012). The use of social media in B2B marketing and branding:
An exploratory study. Journal Of Customer Behaviour, 11(2), 101-115.

13. Solving the B2B
Social Media Puzzle
The principal applications of B2B social media are content
marketing, market research, internal & external communication,
project collaboration, business to business networking, as well as
the possibility of sales prospecting.
Brennan, R., & Croft, R. (2012). The use of social media in B2B marketing and branding:
An exploratory study. Journal Of Customer Behaviour, 11(2), 101-115.

14. Whether you like it or not, social media is impacting your
business. Consumers, and even competitors, are talking about
your brand even if you’re not. It’s up to you to join the
conversation and work it to your advantage.
Tsai, J. (2009). EVERYONE'S SOCIAL (ALREADY). CRM Magazine, 13(6), 34-38.
Final Point to Ponder…