It seems today that every B2B marketer is rushing in to implement their “Social Media Strategy.” Sadly, many companies are simply using these Social Media channels as a new self-promotion PR tactic. I don’t know about you, but when a company pushes out self-proclaiming promotions via FaceBook, I get turned off. That is a common reaction among many who I speak with. Jeff Ernst of Forrester Research elaborates on this in his latest B2B Magazine post “Your Social Marketing Strategy Needs Some Big Ideas.”
I also have started following a new blogger, John Cook, who has a storied career in B2B marketing. John is a fresh new face to the B2B blogging scene and brings some incredibly valuable insights. One of his recent posts discusses several reasons why a “ready-shoot-aim” approach to Social Media is a bad mix. The market realities that John points out are certainly unavoidable and are the drivers behind the gold-rush to Social Media.
I challenge all of us to think about how we can rise above simply posting our self-proclaiming PR to our respective Social Media Channels. Instead, why not bring a little thought leadership to the problems our firms solve. Just Sayin.