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ABI’s B-to-B Social Media Week Panel

ABI’s B-to-B Social Media Week Panel

ABI recently hosted  a panel discussion as part of Social Media Week, concerning the importance of social media for B-to-B marketing, with our own Amy Epstein as the moderator.  The event covered hot topics in B-to-B like how to choose the appropriate social media platform for your company, how to generate leads through social media, and what social media can offer in building your SEO presence.

ABI recently hosted  a panel discussion as part of Social Media Week, concerning the importance of social media for B-to-B marketing, with our own Amy Epstein as the moderator.  The event covered hot topics in B-to-B like how to choose the appropriate social media platform for your company, how to generate leads through social media, and what social media can offer in building your SEO presence.

The panelist were:

Here are some of the highlights from the discussion:

How do you determine which social media platform to use for your company’s campaign?

Jessica Tuquero, explained that “the voice you choose is more important than the channel you choose.”  Regardless of whether you tweet it or post a video to YouTube, you have to make sure to have a clear voice that will foster genuine dialogue.

Dale Durrett, agreed that the actual challenge is the dialogue: “The challenge is not really choosing the platform; it’s how you label yourself.”

What role does social media plays in crisis communication plans?

According to Brian Nizinsky, “Right now, crisis communications IS social media.  It’s number one.”  As he explained, as soon as any word is spoken, posted, or tweeted, it becomes instant PR.

What role should senior executives play in your company’s social media presence?

“In order to help executives understand what this all means, we have to understand it first,” Keith Trivitt reminded us.  Frankly, print may still be the best way to reach many CEOs.  So, if your executive is one of roughly half who are concerned with social media’s ever-increasing role in the work place, relax.  It’s important not to push them to open a Twitter account or become your Facebook friend, especially if they aren’t prepared to use them actively.

The panelists touched on many issues that B-to-B companies have to overcome when using social media. It’s clearly not a one-shoe fits all approach. But they all agreed that when a B-to-B company finds the appropriate social media outlets to connect with their customers, it is an invaluable tool.

Justin Helmley is an intern in the New York office at ABI marketing public relations. You can reach him at 212-529-4500 x217 or JHelmley@abipr.com.

by By Justin Helmley