B2B social media is unique from consumer social marketing and not without some real challenges to business owners and social media practitioners. Historically, most people that used social media sites like Facebook, Twitter, and YouTube did so to connect with others and for entertainment purposes. B2B social networking growth has mostly been driven by corporate and business blogging and content sharing. I would be willing to bet that e-mail marketing and white paper downloads or webinars are still a bigger percentage of B2B lead generation and prospecting activities.
With well-known B2B sites like LinkedIn and the micro-blogging Twitter becoming common to B2B social marketing why isn’t more social media at the forefront of all B2B sales and marketing? In meeting with business owners, corporations and organizations, the most common questions I have observed are issues of ROI, lead generation, online governance and how to handle the negative feedback of unhappy customers. Here is a short list of my five most common issues business owners and CEOs need to think about while building a solid business case for using social media for their business sales strategy.