We hear this quite a bit. Many B2B execs view social media as, well, social. And not intrinsic to their marketing and sales communications needs.

Something to consider: how hard do sales people work to establish a personal – or social – bond with their contacts? How many companies employ an actionable database, such as SalesForce? In each case, the goal is to have regular, extended and more personal conversations with their prospects and clients.

So, it is a myth that B2B sales is not a “social enterprise.”  There are various studies that attempt to determine the proper frequency of contact, but two things are certain:

  • Increased frequency will result in increase conversion/sales
  • People will remain “opted-in” when the contacts are relevant, interesting and not an intrusion

What exactly in these two points makes social media not a potentially relevant business communications strategy? As with any medium, it begins with understanding how your target engages with it. And then, how you should participate. The sales person who calls each week to talk football knows his call is welcomed, because we love to talk football. It gives him the access to find out what we are doing that day and see if a further business conversation is warranted. Business is social.

One final bit of evidence – C-suite participation in Twitter:

  • C-level people over 50 years old: 6%  (several times weekly)
  • C-level people under 40 years old: 56%