If you are in the B2B vertical and are thinking about adding social media marketing to your marketing mix, here are 3 questions you should ask yourself before launching your social media campaign.
1. Who is the target audience?
Who are you trying to reach via social networks and does your target audience participate in social networks? Understand the demographics of the social networking sites that you are looking to target before you begin your campaign and make sure that you can reach the right people online.
2. Is there a need?
While social marketing works well in the B2C vertical, it is not for every business. For some industries and companies traditional offline marketing may be a better way for you to connect with your audience.
3. Are you willing to give up control?
The social networking space is littered with companies who tried social media marketing and failed because they did not want to give up control of the message. Are you willing to let your evangelists take control of your message instead of you always framing the message?
If the answer to any of these questions is no then I would take a step back and really look at why you want to begin a social media marketing campaign and what you are looking to achieve from the campaign.
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