Partners posed a variety of great questions that I am sharing from our recent social media webinar, “Driving Demand through Online Engagement and Social Media”. You can read about the agenda from my last blog Replay our webinar, “Driving Demand through Online Engagement and Social Media”. Also, be sure to check out the recording at (Access requires logging into Partner Central.)

Webinar Q&A

Q. How often should I be connecting and updating my social media pages in order to stay relevant in the market?

A.  It depends upon the platform but a good rule of thumb is 1-2 times per week on LinkedIn and Facebook and 1-2 times per day on Twitter.

Q. How do social media techniques reflect our companies ROI? Are clicks and impressions sufficient sufficient/accurate data?

A.  When it comes to social media, you want to think about Return on Engagement not Return on Investment. While you may not be able to place a dollar amount on having more people follow you, there is definite value. Prospective customers you are establishing a connection with may not buy in 3-6 months however, 18 months down the road they’ll still be following you when they realize that they have a need for a solution you can provide. Yes, clicks, retweets, and likes of your content as well as increase in followers/connections/friends are a great way to measure that engagement.
Q. What examples of “call to actions” to connect with our followers do you suggest? Do they differ across different SMS platforms?

A.  On your website or email, you’ll want to think about a piece of content worthy of leaving an email address. White papers, eBooks, in-depth data sheets, and videos are all worthy of an email address. On social platforms, it would either be a piece of content like those I mentioned or just an interesting article you’ve read. If you want to figure out how much engagement you’re getting, turn that original link into a link so you can monitor how many people are clicking on it from you.

Q. Where is the best place to blog? Our website or a different website and link back to our website?

A.  It’s best to use your website. If you’re trying to coin a specific phrase like “workshifting” and you can get, then grab that and point to your original website. To improve your link strength to your website, which we’ll cover in more detail in the next session on September 19, it’s best to use your own website to blog.

Q. My budget, time and bandwidth are limited. So, if I only did one thing, what should that be?

A.  Start with LinkedIn (Xing or Ning in EMEA), which is most widely used for B2B. It’s easy to post and target specific prospects as you can find them by title. Also, you can start discussions in LinkedIn groups. His will help you better understand what people respond to, which can help you identify what to blog about.

Q. You mentioned sending multiple emails to unresponsive customers but change the subject lines. What’s the rule of thumb to avoid sending too many emails? I don’t want to spam or bombard the same recipients.

A.  Spread out emails about one every 4-6 weeks and send no more than three emails. On the third delivery, you may ask what their preferences are, should you a) stop contacting them, b) keep sending information and they’ll check it when they have time c) contact someone else in their organization or d) give them a call, if they prefer this method of contact.

Q.  What can I do to reengage customers that have been responsive to my emails before?

A.  A great way is to reach out with a personal email instead of an HTML email or simply connect with them on LinkedIn and in the invite, mention that you notice they are enjoying your content so you would like to set up a call in order to discuss their goals for the coming year.

Mark Your Calendar for September 19

Our second webinar, “Building Integrated Social Marketing Campaigns” will be held on September 19 and will also be led by Heather K. Margolis of IPED. Be sure to check back on page in early August for details about the agenda and to register.