The case for social media marketing to consumers is relatively easy to make, but B2B marketers still grapple with the problem of how to justify investing resources in these channels. In this article I’ll outline why and how B2B brands should be using social media for marketing, and I promise I’ll avoid techno-babble and agency guff as much as possible to get right to the important points.
That said, this is still quite a lengthy article, because there’s a lot to cover. You can download an easy to print PDF version of this article from here, and if you’d prefer to jump straight to the practical stuff, you should skip to section five using the contents menu below.
Continue reading The ultimate B2B social media guide
Over recent years there’s been an increasing amount of friction between PR and SEO as the two disciplines are increasingly treading on each other’s toes. A lot of this comes out of both sides frequently misunderstanding how the other works – so we’ve put this infographic together to provide a simple comparison of SEO and PR.
Google Consumer Surveys is one of the company’s best kept secrets. The tool makes it really easy, and highly cost effective, to carry out online surveys of thousands of consumers. In this video I explain how you can use the tool for research to support PR activities.
We recently carried out some research into what brand behaviour annoys people in social media. Surveying a total of 1,003 UK consumers, we asked what would be most likely to damage their opinion of a brand in social media.
Most people flagged up poor spelling and grammar as their number one turn-off. This is interesting because so often in social media we see brands being much less formal and even using heavily abbreviated txt speak, perhaps in an effort to appear more laid back and human. The survey findings show that this could actually be counter-productive and is more likely to annoy people than win their trust.
Broadly speaking the results were very similar across all age groups and between the different genders, with one notable exception. When we drilled down into the 18-24 age group, we found their biggest complaint was brands not updating frequently enough, which happened to be at the very bottom of the list for all other age groups.
Here’s an infographic we made to illustrate the survey results.
A newbie stand-up comedian in London, blogging my progress