Some may think they're only involved in B2B (business-to-business) so they don't need to be on Twitter, when in fact there are many B2B companies that can get more from Twitter than a B2C (business-to-consumer)." Woolf highlighted that large companies may not be as nimble as smaller outfits when it comes to adapting social media, and this is evident in the Asia-Pacific region, where digital platforms are considered new and enterprises are not as proactive compared to counterparts in the United States and Europe.īaker added: "What works for 'Company A' can be totally different from 'Company B'.
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He pointed out in a recent article that mindsets must be changed, instead of asking how online networking can work for them, enterprises should in fact find out how to work with social media.īaker added that until large brands let go of the notion that social media is something they only need to focus their business expertise on and start looking at a holistic strategy, big enterprises are going to continue to let the smaller, hungrier and more savvy competitors pass them by. Social media analyst Tim Baker concurred, noting that social media is not about simply having a fanpage and enterprises need to be involved in the frenzy. He added that enterprises must understand that merely setting up a Facebook or Twitter account is definitely not the right way to go, and in order to properly leverage digital channels, management must first understand how these tools work. They understand the need to nurture the brand and to interact with 'fans', where views and comments made on Facebook and other platforms are being channeled to relevant departments such as marketing to follow up on." Woolf explained: "Firms that are successful in leveraging social media have better marketing and analysis tools. In an interview with ZDNet Asia, public relations company Text 100's global social media practice director, Jeremy Woolf, said for a social media campaign to be successful, enterprises must allocate resources to hire the right people for the job, change employee mindset and operations style, as well as put in place indicators to measure success.
To reach out to customers, enterprises not only rely on one but engage multiple platforms, namely Youtube, Facebook, Twitter and blogs to maximize their online strategy. "Clearly, the value of word-of-mouth marketing is important as the viral aspect of any given retailer's promotion will be enhanced as the news spreads through the community that is influenced by social media participants," Van Barker, a Gartner analyst, said in a report last month. The research firm noted that social media provides a seeding point for enterprises to communicate information about themselves, products, services and promotions that they want consumers to be aware of.
But, businesses that do adopt such tools must dedicate proper resources and drive user mindset to achieve success, say industry observers.Īccording to Gartner, by 2015, 20 percent of businesses that employ social media beyond marketing are expected to lead their industries in revenue growth. Once online tools built primarily for friends to keep in touch, social media have since evolved into digital platforms that enterprises now leverage for branding and revenue.
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