How to Keep Your B2B Social Media Strategy on Track


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In 1903 Dr. Horatio Jackson set off on a journey from San Francisco to New York becoming the first person to cross the United States in a “horseless carriage.” At the time there were only 150 miles of paved roads in the entire country. In addition, there were no gas stations and virtually no road maps as we know them today. This was America’s first transcontinental road trip, and like many road trips that would follow it included breakdowns and wrong turns.

Is your social media journey beginning to feel like Horatio’s drive? Sure, there are webinars, books and blogs enticing you to hit the open road; but how do you stay on track once you’ve set up that newfangled social media account and tweeted the link to your newly built online community?

Don’t abandon your strategy …
Many people doubted the automobile had much of a future when Jackson began his cross country trip. Along that same line, despite the millions who have joined, there are millions more who believe social platforms are a passing fad and don’t use them at all. One thing that kept Jackson going was his indomitable spirit and sheer enthusiasm for his new mode of transportation. Likewise, you must maintain focus on your social media strategy and stay engaged. As Jackson moved eastward, his quest slowly became a national sensation and huge crowds began lining the streets of towns to watch him whiz by in his newfangled automobile. Social media platforms and communities will continue to improve, and adoption will accelerate even more in the future, so don’t give up.

Old and new coexist …
While in Alturas, California Jackson needed to wait on the shipment of some spare tires. The tires were actually delivered by stagecoach. In fact, during his journey Jackson encountered pioneers in wagon trains and often had to depend on cowboys to use their lariats to help tow him out of mud holes and sand drifts. Keep in mind that some of your contacts and customers may never fully participate in these social sites. That means old and new media channels and communication strategies must coexist. A LinkedIn invite augmented by a personal email; a Twitter posting followed by a direct phone call; a face-to-face meeting fortified by direct mail may take some of the bumps out of your social media road.

Jackson’s trip was initiated as the result of a $50 bet that he could drive an automobile from San Francisco to New York in less than three months. He made it in 63 days, 12 hours and 30 minutes, well within his wager of 90 days. Go ahead and place your bet – social media sites are becoming the destination of choice for many businesspeople.

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Alan See
Alan See is Principal and Chief Marketing Officer of CMO Temps, LLC. He is the American Marketing Association Marketer of the Year for Content Marketing and recognized as one of the "Top 50 Most Influential CMO's on Social Media" by Forbes. Alan is an active blogger and frequent presenter on topics that help organizations develop marketing strategies and sales initiatives to power profitable growth. Alan holds BBA and MBA degrees from Abilene Christian University.


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