Social media is a hybrid venue for B2B marketing. A little bit sales, a little bit brand positioning. A little bit news distribution, a little bit 1-1 conversation.

Outcomes of certain social media tactics can be measured.  But the big difference between social media exposure and traditional brand advertising is the opportunity to build 1/1 relationships around shared interests. This is the power of social media. It’s also where all the cost is located, because I can’t automate human relationships and 1-1 interactions; I’ve got to staff for them.

Casual online influences can become powerful in aggregate, when they act virally. But not every story gets to go viral. Especially in B2B.

Can I use it for direct lead generation in B2B? Maybe.

Is that all that social media is good for? No.

I’d compare it to the offline networking most professionals do to build relationships.

Showing up at a networking meeting may not lead to this quarter’s revenue. It’s part of a portfolio of things we do to meet people, help people, establish credibility, build trust, find help… and do business.

An element of serendipity comes with networking. Someone I never planned to meet may help me in ways I could never anticipate. I create space for this kind of serendipity if I (1) have an overall objective and networking plan, (2) generally work my plan, and (3) keep showing up.

So, yes, social media plays into awareness strategies. I say it dovetails nicely with awareness that leads to B2B prospecting opportunities, especially with an integrated offline strategy. And forget the idea that social media is a cheap marketing tactic. The tools are cheap for now, but it’s a time-consuming, people-powered medium, and time is money.

Related posts:

1. Social Media Networking = just like networking. Mediated by technology, that’s all.
2. 3 differences between social media & F2F relationships:
3. Lead nature vs lead nurture: which is it?
4. People won’t buy what they don’t know about. Or will they?
5. Barcamp: a marketer’s review

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