B2B, B2C … It all boils down to P2P

Social media is marketing, plain and simple. Whether you are marketing yourself to your closest connections or your corporation to the masses – it is all PR. From this perspective you would think that integrating social media into your organization’s marketing plan would be “easy as pie” (which, if you have ever made pie, is not remarkably easy, so perhaps the saying is fitting) and yet many struggle to realize the potential that lies in social media.

Is there a way to market to only other businesses? How can I ensure I am reaching the right customer base? Is there even any value to social media if I primarily sell to other businesses? These are all great questions. In fact, entire books have been written to answer each one. But, may I propose a paradigm shift? Organizations have long since fallen into two buckets: Business-to-Business (B2B) and Business-to-Customer (B2C). While there are companies that like to flirt with both businesses and customers, most fall well within these two distinctions. However, social media sites are simply that – social. Perhaps instead of asking, “how can I craft the perfect B2B or B2C social media strategy?” we get back to being in the people business.

Behind EVERY social media page or post is a PERSON. Yes, I realize there are generators that spit out content like carnival tickets. But someone, somewhere, had to take the time to compile and distribute that information. Social media is relational PR. It is the realm of modern marketing where you get to interact directly with customers and businesses alike. It is here where you are able to answer questions, provide meaningful content and submit thought provoking inquiries. Social media is one place where everyone is equal and everyone can have a say. It is up to us, as business owners, to remember that behind every tweet, every like, every share, and every +1 there is a chance to cultivate a genuine connection with a person.

It is in this mindset that social media becomes a whole new sphere of potential. The potential is in the people. People YOU can connect with merely by being social. Remember: conversations should never be one-sided, nor should comments be ignored. Being social requires you to listen just as much (if not more) as it requires your input. The same “social rules” we follow face-to-face still apply in these settings (but more on that at another time). The power of these simple interactions lies in the creation of advocates. After all, it is the people behind the profiles who make purchases.