When it comes to social media, many enterprise organizations are embracing what’s referred to as “attention economics”, meaning testing various tactics to secure the attention of both customers and prospects.
OK, that’s a confirmed strategy for very large companies … but the same strategy can be used by mid-size and even small companies in the b-to-b space.
Social media is about content that drives engagement and interest, which in turn drives sales leads: the right content, consistently delivered, using the right channels.
Social media content can be divided into two categories. First, “stock” content, which is designed to drive deep engagement via helpful, informative, objective material. After all, people crave information to stay up to speed professionally and to help them do their job. Stock content can be a video, a white paper, or a how-to that gets into detail.
Flow content is less “heavy”. It may even be considered as throwaway content, but it’s no less important. It’s designed to deliver snippets of helpful information that, over time, helps you build trust with prospects and customers and helps you nurture relationships.
It’s helpful for small and mid size firms to pay attention to what enterprise organizations do to see if those big-budget strategies and tactics can be applied on a smaller scale; usually they can.