How Social Media Will Disrupt B2B

Early this year, I landed a great consulting gig through social media. When the engagement recently ended, I couldn’t help but think if I could strike a deal ad hoc just through an online posting, imagine the impact social media could have on my business if I applied a little knowledge, direction and intent.

So just days later, I enrolled in a 6-week intensive Social Media program with Social Media Magic University, out of Atlanta. With enough homework to remind me of college days, I am about to become a “Certified Social Media Marketing Strategist.” Exactly what that certification really means I’m not sure, but I am now convinced that the shift underway today is the most exciting, disruptive new concept since the Internet. The fundamental change that is upon us is going to redefine how small businesses in particular will market their offering, and will catapult the small business economy around the globe.

But before I go there, how I found myself in this program is a perfect example. Having taken many free and for-fee classes on LinkedIn, Twitter, Facebook, etc. throughout the year, I learned the basics but couldn’t quite see what was in it for me as a small business owner. LinkedIn is for checking out everyone I’m considering doing business with. Twitter is a time-drain and who cares what you had for breakfast. Facebook is a social site with far too much personal information to be taken seriously for business.

Then, a posting to a LinkedIn discussion group caught my attention: “Click Here for free information on social media for B2B.” Why not? A few decent paragraphs down: “Click here for a free webinar on social media strategy for B2B.” Sure, why not?

And then they delivered: I learned more about social media in that free hour than in the previous year. Even better, the organizers extended the call almost another hour so they could answer all of our questions, all 350 of us around the globe.

Their final call to action, not unexpected of course, was to sign up for their class, which cost real money.

For someone who earns a living saying “no” to 99% of the vendors I speak with, they got me. If these folks could get me scrambling to put my money on their table, then they were without a doubt the people I wanted to learn from.

And so I did. And now, 6 weeks later, my thinking about what social media can do for any business is radically changed.

What is this disruption? Conceptually, it’s simple. However, the implications are vast:

• Real-time, public communications to online communities replaces much email.
• Self-subscribing communities are defined by common interests.
• Interests are defined by succinct key words search engines love. This is how community members find each other.
• Revealing the personal side as well as professional lets people get to know, like and trust one another as a prerequisite to ever talking on the phone. People who post only business to their communities are considered spam.
• Engaging communities in questions, polls and online discussions about the products and services it needs, then building and delivering them.

So how is this disruptive? Using my class as an example, the original invitation to “click here” was posted to well-targeted LinkedIn Groups that reached tens of thousands. I then progressed myself through their sales pipeline every time I clicked. Compared to traditional marketing techniques, the school spent next to nothing on finding me, soliciting me and closing the deal.

The second reason why social media will be disruptive has to do with the younger generation already moving into decision-making roles. These people are far more comfortable with online communications than face-to-face dealings, they intuitively understand the technologies and by using them, they have found a way to avoid the constant rejection that is part of traditional sales. This is not a fad. It’s not yet fabric but as the hundreds of social media niche sites to converge and mature, I do believe it will become the roadmap of this next generation’s future.

Almost forgot about the perception shift. Today, I see LinkedIn as a tool to build an online reputation, and to search for prospects, partners, vendors and competitors. Twitter is a searchable database of stream of consciousness in communities I choose to belong to, about topics of interest to me based on key words. As for Facebook, I confess I haven’t entirely found its business value yet. But you wouldn’t believe some of the well-known execs who have a presence there, so I guess I still have some work to do.

My social media strategy and presence is very much an early-stage work in progress, and I plan to chronicle my learning curve in a dedicated blog. If you’d like to learn with me as I go, I invite you to connect with me if we aren’t already connected, and let me know of your interest via LinkedIn,  Twitter, or email. I’ll get back to you when the blog is up.

LinkedIn: http://www.linkedin.com/in/susanpennybrown

Twitter: @susanpennybrown

Email:  sbrown@InterimTechExec.com