Why there’s more to social media than posting content

87% of B2B companies see social media as a hugely successful element of their marketing strategy. 79% go one step further and describe social media as the most effective marketing channel.

And yet to get the most from social media, you need to do more than simply post content that broadcasts your views, products, and services.

Sure, publishing content is a vital ingredient but there’s more to the social recipe, such as listening, engagement, and learning.

So, let’s take a look at how fully embracing social media as a business can help to create value for your customers and boost their loyalty to your brand.

Listen

“I enjoy reading through my social media feeds. It’s a great way to get feedback about our goods and services, and a wonderful way to find inspiration for new ideas.” Richard Branson

As the Branson quote illustrates, social listening is taking the time to digest what existing customers and prospects are saying about your brand or sector. Think of it as a free focus group – direct feedback from end-users that can be used to improve the customer experience.

Discovering their pain points and behaviours is the first step in making social media a dialogue rather than a one-way conversation as it allows you to create a strategy that presents a solution to their issues.

As well as helping you to identify your target audience’s favoured social networks, it also empowers you to nip any potential issues in the bud and safeguard your brand reputation by instantly addressing negative feedback.

Engage

Social media is not only more cost-effective than advertising, but it also offers great opportunities for innovative engagement with your customers.” Richard Branson

Once you’ve completed the social listening phase you’ll be equipped to start using social media as an engagement tool.

For example, many businesses use social media as a customer service outlet that lets them quickly respond to questions and feedback. Doing so also highlights to prospects that you’re a proactive company that cares for customers.

Contributing to customer conversations with posts that add value, best practice advice, and online support can also help to show the human side of your brand, which is particularly important as B2B relationships are about people, not companies.

Another benefit of an engaging social presence is that it can act as a recruitment tool and encourage top talent to want to join your forward-thinking, personable company.

Learn

“The best way of learning about anything is by doing.” Richard Branson

Don’t limit your social listening to your brand alone. Listening in on your competitor’s social channels can be an eye-opening learning experience.

Acknowledging what works well and what misses the mark can help to inspire your own social strategy and grow your business.

For example, reviewing your competition’s social output can help establish what interests and engages your target audience, and highlights the language, tone of voice, and type of posts that get the most interaction.