In my job, I spend a lot of time talking with Fortune 500 CEOs about their industries–what is working, what isn?t, and what challenges are on the horizon. The biggest topic today: social. It?s been widely embraced, yet it is not fully understood in the world of business-to-business marketing to date. Your company no doubt has a presence, but is it truly working" Is it driving revenue"
If you look at the data, with 61 percent of Fortune 500 CEOs not active on any social media channel, and fewer than 12 percent active on more than one channel, they likely don?t personally understand how your social media strategy supports business objectives.
So now we know two things. First, these CEOs are not overly familiar with how social platforms work, and second, they are busy focusing on running a successful business. To get them on board, you need a clear, succinct message that ties back to financial realities of the company. It?s been more than one decade since social forever changed the balance of power, giving consumers a voice and enabling them to reach other consumers in real-time and at scale. Most recently, you can think of Chewbacca Mom?s Candace Payne and the free advertising Kohl’s received, or Alex Hamberger and the goodwill American Airlines earned by showing compassion.
Your brand needs market validation, and today, that comes solely from social engagement with consumers. The risk is real: If you?re not listening and participating in the convers...