{"id":6800,"date":"2024-03-12T17:07:13","date_gmt":"2024-03-12T17:07:13","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/the-b2b-ceos-social-media-checklist\/"},"modified":"2024-03-12T17:07:13","modified_gmt":"2024-03-12T17:07:13","slug":"the-b2b-ceos-social-media-checklist","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/the-b2b-ceos-social-media-checklist\/","title":{"rendered":"The B2B CEO’s social media checklist"},"content":{"rendered":"


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This year marks the 20th anniversary of Facebook. For the last two decades, B2B marketers have tried to figure out how to use social media to reach buyers.\u00a0<\/p>\n

There have been starts and stops along the way, but we are now seeing social media being used strategically. As a result, CMOs are getting questions from the CEO regarding the role and importance of social media in driving business impact.\u00a0<\/p>\n

Here\u2019s a list of key things CEOs should know about social media in business marketing. The starting point is to determine if social media can have a measurable business impact.\u00a0<\/p>\n

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Is it important? Can it impact our business?\u00a0<\/h2>\n

It depends on the industry. Your goal is to investigate the possibilities. To do that, you must invest in finding the connection. It won\u2019t just appear, it\u2019s not clean and simple like other marketing channels.<\/p>\n

It can be done. For example, if you are in the business of selling expertise, like professional services, here\u2019s a freebie: the answer is yes.\u00a0<\/p>\n

We found a link between online activity and the revenue performance of attorneys. By studying the LinkedIn behaviors of more than 500+ equity partners in a law firm we were able to show a link between the size of partner networks and activity, with billable revenue. Top billers had 47% larger networks than others and 74% higher social scores.\u00a0<\/p>\n

But each industry, business and segment is different. The business impact may be enhanced credibility, increased awareness, improved content distribution and engagement, etc. But if you don\u2019t look\u2026you won\u2019t find it.\u00a0<\/p>\n

Is it strategic?<\/h2>\n

Social media is now considered the most effective B2B channel for driving revenue, per the 2023 State of B2B Digital Marketing report<\/a> (download required).<\/em> Let\u2019s let that sink in. They said \u201cfor driving revenue,\u201d not some perceived \u201cfluffy\u201d marketing goal like driving \u201clikes\u201d or engagement. It\u2019s now driving revenue.\u00a0<\/p>\n

Authors of the report, Wpromote and Ascend2, found that 60% of respondents said that social media was the most effective channel topping email, search (paid and organic) and display advertising.\u00a0<\/p>\n

As a result, we now see companies like McKinsey, AWS, Novartis and SAP using very clear social media strategies to drive engagement and content dissemination at scale.\u00a0<\/p>\n

Why? Because it\u2019s where the eyeballs are and social media is quickly becoming (and in certain industries, it already is) the preferred content channel for millennial buyers.\u00a0<\/p>\n

Do we have a strategy? Do we need one?<\/h2>\n

This one is easy: ask your CMO to see the social media strategy plan for the year. Ask them to explain why you are using certain social channels and what is the goal of each. You may see a look of shock and surprise come across their face.\u00a0<\/p>\n

Even worse, and this happens too frequently, ask them to ask their social media agency what the strategy is for the year and why. And the answer is not because \u201cthat\u2019s what our competitors are doing.\u201d\u00a0<\/p>\n

For too long, we have been throwing money and content at social media channels without much thought. Social is often an afterthought and, as a result, incredibly tactical. Do you need a strategy? The answer is yes, for many reasons.\u00a0<\/p>\n

For one, to transition from tactical to strategic, you need time to plan. Creating good content and creative that aligns with a bigger strategy takes time. So, start with creating a quarterly strategy and plan.\u00a0<\/p>\n

Effective social media use takes a village. Start with increasing visibility and changing mindsets. Social must be considered in producing any marketing asset \u2014 video, white paper, case study or event. How can social be used to promote these assets? And what will be required or created to support the execution in those channels?<\/p>\n

Thinking and planning for those needs helps identify individuals or functional areas that can support building content for social channels. Instead of being behind the \u201ceight-ball\u201d scrabbling for something to post, marketing is now collaboratively building a monthly content calendar.\u00a0<\/p>\n

Regarding the \u201cvillage,\u201d based on our research and experience, there are four parts of your organization that need to be involved in supporting social media:\u00a0<\/p>\n