Marketing and communication departments use their social media extensively. However, B2B organisations in particular are missing out on potential, particularly in the 'social' part of 'social media'. Recent research has shown that a broader use of social media, for example in an employee advocacy process, has an impact on the relationship with customers and also increases employee involvement. How can a more people-oriented approach contribute to marketing, sales, recruitment and digital transformation?
Nowadays, a social media component is rarely missing in a B2B marketing campaign. In fact, many campaigns are entirely on social media. Organizations want to involve the target group. That is why they focus on the metric 'engagement'. These are shares, likes, comments and clicks.
But engagement is more than these four actions of the receiver. Engagement is only truly realized when a conversation takes place and a relationship is built between the sender and the receiver. You want this less quickly if you have a consumer product. telegram data For example, Coca Cola employees will not immediately need 1-on-1 relationships with Coca Cola drinkers. In the B2B market, where it is often about more complex and in-depth topics, employees do have this need.
The potential that is not used is real engagement, where a deepening takes place in relationships between people. With the employee on the one hand and (potential) customers, partners, peers , media and new employees on the other.