The cutting edge of social media is offline. Businesses have become increasingly lost in cyberspace. They have forgotten that users are still walking around in the real world.
In my consultancy I see a lot of people forgetting the two most important things about social media: 1. Digital experiences can still be part of the real world. 2. Social media doesn’t have to be digital.
Social Media is a naked communication medium. There is no ad agency making your adverts, no journalist writing an article about you. It’s just you and your customer, staring straight into each other’s eyes. If you are growing your own e-commerce website then everything you do will be focused on increasing conversion rates, basket sizes and margins.
There are lots of practical things that you can do to improve these metrics. Many of which are ordinarily covered on this blog. But what I want to discuss today is how people are attracted to your site in the first place.
There is too much waffle in social media consulting. As a result, B2B businesses aren’t taking enough responsibility for their own social media presences. B2B companies should be great at social media, but they’re not.
I’ve spotted five myths that have got to change if social media is going to become a credible part of B2B companies. It’s time to start treating social media with the same commercial discipline that every other part of your business faces.