Twitter and Facebook for B2B? Really?

I have to admit being resistant to acknowledging that these social media conventions might have a place in my business – or that of my clients and colleagues. But I realized that I was being old school, and didn’t really know enough to judge. So I thought that I would invite in my friend and colleague Kim McLaughlin of Lyra Communications to fill in the gaps for me and a few clients of the same mindset.

So what did I learn? Well Kim was quick to disappoint me. You can’t make money on Twitter, she said.

But wait, you can extend you network, promote your expertise, deliver information, and develop relationships. Hmm… these sound suspiciously like all the precursors to business development excellence. There’s just no active selling. That’s okay, active selling should be the least of your business development activities. What this sounded like was referral marketing, and word-of-mouth campaigns – the two mainstays of SME business.

And Facebook? Well, it may be less important, but it works in essentially the same way. But on Facebook you need to be a person, not the company you represent. Fair enough, that’s the basis for any lasting relationship, business or otherwise.

And then there is YouTube. Video is changing the landscape for information, conveying personality, and most importantly extending reach. Canadians spend more time watching YouTube than reading books. Guess this changes my plans to write that pragmatic marketing bible I’ve always had lurking in my head.

The time involved in managing social media properly, and using it as an effective tactic for your company’s strategy (Kim reminds that it isn’t a strategy in itself) frankly scares me. I have trouble getting through all my e-mail, let alone tweeting and updating social networks. But that’s because I didn’t grow up with it the way the rising generations have, and to them it’s second nature. And e-mail is old fashioned. My 20 year old co-op student might be a great choice to tweet on behalf of Growth Path – and I can feel good about giving him the opportunity, and in joining the social media revolution.

Share this

Latest Insights

Recent posts from our blog

How to plan for seasonal variances in your cash flow

Have you noticed unexpected seasonal variances in your company’s cash flow? If your business is seasonally-based (a lawn care or snow removal company, for example), it’s normal for your cash flow to vary depending on the time of year. Unfortunately, many companies who shouldn’t be affected by the seasons still experience peaks and valleys in […]

Organizational growth and restructuring: Is your business ready to take the next steps?

Are you planning to take your business to the next level? Before you start growing your company, you need to ensure that your organizational structure is prepped for this major shift. Don’t just jump in head first – make sure you follow our key prep tips to keep your growth sustainable and successful.   3 […]

Do you have a file you need to send to us? Would you like to make a payement?