Casey Boggs pointed to me to this interesting post the other day. I thought much of it was pretty accurate. Social media is not the be-all-and-end-all. It has a role but it can’t do everything. Here are the main points of when social media doesn’t work for B2B from the post on the blog Social Media B2B.
- Your product has less than 5 customers or is extremely niche.
This makes sense. Sometimes there are online groups where specialists hang out but at some point there is not enough critical mass. When this happens you had better plan on getting on the phone!
- Your decision makers spend all of their time behind a highly secure firewall – e.g. military, electrical power grid maintainers, If your target customer is locked down they won’t be spending a lot of time on social media sites.
- You dont have an internal advocate for social media
The point here was that if your company does not support the idea of using social media then it is probably a non-starter.
- You need to generate a high volume of short-term sales
For the most part it takes time to generate trust. Social media requires patience and relationship building. If you need to grow sales quickly then other marketing and sales tools may be more appropriate.
- If you dont have the resources to be successful
Social media while free in terms of spent dollars, is most certainly not free in terms of time – particularly since it is a strategy with a pay-off in the long-term.
You can read more details at Is Social Media Right For B2B? | Social Media B2B.