Cultivate Only The Customers You Want With Social Media

We preach social media is only worth doing if it becomes social commerce.

Business Week featured a great question and answer from Greg Verdino about social media. Below are a few highlights:

How do you persuade time-strapped managers to use social media?

I would challenge small business owners to identify one thing that’s not working in their marketing. If they’re investing time and energy in sales activities that aren’t resulting in an acceptable close rate, they should reinvest that time in new approaches. A little less cold calling and a little more sharing thought leadership on a blog might have more people picking up the phone.

Is this just for companies that sell to consumers?

Oftentimes, business-to-business gets short shrift when it comes to social media. But the very notion of “micromarketing”—using these tools and tactics to appeal directly and deeply to the few right people—is at least as well suited to business-to-business marketers. Most of these companies are, by definition, micromarketers. They appeal to a tightly focused, highly targeted community rather than the masses.

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