If you’re the marketing or communications manager of a professional services firm, chances are you understand the business benefits of social media. The problem, usually, is winning senior management support unless you can show that the business benefits of social media activity are aligned with your organisation’s overall goals.
The problem is compounded by the fact that online and offline, it’s almost impossible to avoid advice from social media ‘experts’. And what’s frustrating about much of this advice is the disconnect with meaningful business goals, particularly for B2B businesses.
There’s not much point in your business posting four or six or ten times a day to attract ‘likes’ or ‘followers’ unless those followers ultimately result in business and revenue growth.
That said, many businesses successfully use social media. Small firms win customers from larger, long-established businesses and some businesses operate exclusively on social platforms like Facebook.
What’s useful about Kaylynn Amadio’s new book, The Boomer’s Ultimate Guide to Social Media Marketing is that the author explains the business benefits of social media for different types of businesses. She takes a travel guide approach to teaching social media strategies for Business to Consumer (B2C), Business to Business (B2B) and mixed businesses and provides a practical framework to develop an effective strategy. She even going so far as to suggest how much time to devote to each of the platforms you use and the appendices provide information on how to set u[ your social media profiles. Amadio focuses on six platforms — Facebook, LinkedIn, Twitter, Pinterest, Google Plus and Youtube — and, best of all, she backs up her advice with meaningful examples that business executives can relate to.
Networking and referrals have always been important for B2B businesses. In the digital economy, business conversations begun in one place — such as at an industry event — now often continue on online platforms. To keep up, senior executives need strong communications skills and, increasingly, these include social media skills.
If there is something missing from The Boomer’s Ultimate Guide to Social Media Marketing, it’s advice on how to deal with difficult situations online such as negative comments or trolling. There’s perhaps also scope to have included some tips on online reputation monitoring techniques. That said, this is a helpful and practical guide and, if you’re struggling to persuade your colleagues of the business benefits of social media, you could do worse than give them a copy.
The Boomer’s Ultimate Guide to Social Media Marketing by Kalynn Amadio is published by Maven House Press. [Disclosure: An advance review copy (ARC) was provided by the publisher for the purpose of this review]