Business to business companies seem to struggle with how they can best capitalize on the available Social Media tools. I say, get your sales staff more social.
- If your company uses a sales team to conduct business, why not give them the training they need to make the most out of LinkedIn? Even the most experienced LinkedIn user gains new information and skills from formal training. Get your company page up on LinkedIn and make sure all of your employees are properly linked to this page.
- Identify “Brand Advocates” who can help lead the social media charge and set an example for less “enthusiastic” employees.
- Set up a system where your brand advocates can communicate with one another to share content that can then be shared on Facebook, Twitter and LinkedIn. I have found that a simple email group, like Google groups, works great for this.
- Assign one person or a few people to be Administrators on the company Facebook page. Your company should have one central Facebook page and Twitter account. However, your sales reps can certainly have their own accounts if they wish and it falls within company policy. Get your sales people trained on Twitter and Facebook so they understand best practices and can use these tools to their fullest potential.
- If you sales reps are willing to write articles, create a collaborative blog for you company website. This will give those sales reps who want to participate added exposure not only on the blog, but on the social platforms where the content will be shared. Instead of waiting for your staff to come up with topics on their own, create a list of topics based on keyword research that you would like them to write about. This will clear up any confusion as to what you are looking for and will encourage them to move forward.
- Sales professionals respond to goals and rewards. Incentivize their participation by awarding the most active Fan on Facebook or the one who generates the most sharable content that month.
The greatest lesson I have learned in working with so many different companies, is that there is no such thing as a cookie cutter approach. Corporate cultures differ, products and services differ, and people differ. The best approach is to try and see what works. Add to what is working, take away what isn’t working.