In business-to-business relationship management, or B2B as it is commonly known, U.S. companies are recognizing the power of social media strategies. Of 397 companies surveyed in the study done by BtoB Magazine, 60% indicated they were using social networks and other social media to establish thought leadership in their industry.
Thought leadership is all about establishing an organization's credentials through published articles, news, speeches, Webcasts, podcasts, videos, trade show and conference presence, and involvement in industry oversight or standards committees. The goal in the end is to establish trust and credibility with existing customers and prospects.
The tactics in building thought leadership include creating and maintaining company profiles on social media sites, doing micro-blogging (Twitter) and responding to customer comments on these sites, creating multiple blogs, monitoring when your company and competition are mentioned in social networks, contributing to discussions on non-company sites that have an industry focus, participating in social networking forums, creating company-associated causes and posting these within social networks, and creating company-sponsored social networking events.
- Len Rosen
- Toronto, Ontario, Canada
- Len focuses on helping small and new businesses succeed through developing appropriate marketing and sales strategies. Len enjoys mentoring, relishes in getting both arms and feet wet in addressing technology, marketing and sales issues. He understands the drivers impacting business results for today and tomorrow including time-to-market, time-to-revenue, marketing, sales channels and social media.