17 Mar “We Can’t Do Social Media — We’re a B2B Company”
|You hear lots of excuses reasons why B2B companies can’t participate in social media. One reason I hear frequently . . . “We’re a B2B company.”
This is code for, “We’re a traditional company,” “We sell widgets,” “Our products don’t lend themselves to social media,” “Our company is run by staid old men who don’t ‘get’ it,” “Social media won’t give us the leads we need,” or “There’s no real ROI.”
I recently stumbled across Rabbi Jon Spira-Savett, of Temple Beth Abraham in Nashua, New Hampshire, who is using social media to reach out to busy congregants.
A little bit of back story: as with many organized religions, Jewish congregations struggle to reach people who are very busy with work, kids, etc. Education and learning is the lifeblood of Judaism — but getting people to temple on Saturdays, when kids have their athletic events and other activities, is difficult (even more so when parents of pre-teen kids have to schlep them to Hebrew school on Sunday mornings — who wants to blow off two weekend mornings at temple?).
Instead of making people feel guilty about not attending temple, or banging his head trying to develop “innovative” programming designed to get people in the door, Rabbi Jon has developed a series of weekly blog posts and monthly podcasts to reach people where they congregate — online. Think about what this outreach does:
Think about how you can use social media to help prospects and customers feel connected with your company.
Once they feel engaged and connected with you and your company, they have a much higher chance of becoming long-term customers.