Is your online activity beyond reproach or unapproachable

Dilbert - Dogbert on TwitterYou might think that with all the bene­fits that come with using Social media why don’t more B2B organ­isa­tions use it? Well some may feel that it doesn’t make sense to get on the SM train right now as they think that there would be no imme­di­ate effect to their bot­tom line… (see my post on ‘Pre­scrib­ing return on involve­ment for the new digital eco­nomy’ (15÷1÷10) for my thoughts on that)

How­ever, many diverse organ­isa­tions have found suc­cess with simple things. For example, if you look a bit deeper at Dell’s social media activ­ity — their world­wide com­munity has grown to more than 3.5 mil­lion people across the social web; using plat­forms like Twit­ter, Face­book, Direct2Dell and IdeaStorm. That’s roughly a fan base half the size of London!

Dell’s twit­ter account (@DellOutlet) has 1,578,355 fol­low­ers on Twit­ter (as of 19÷1÷10), and back in June 09′ they indic­ated that @DellOutlet had earned $3 mil­lion in rev­enue from Twit­ter alone.

What return can organ­isa­tions expect by imple­ment­ing social media?

No mat­ter what the organ­isa­tion size, com­pan­ies big or small that effect­ively integ­rate social media can expect returns of:

Increased brand loy­alty — the more you engauge the more they engauge — it’s a win/win situ­ation as long as the level of engage­ment sat­is­fies their need… (see how these com­pan­ies are suc­cess­fully build­ing loy­alty: Dell, Star­bucks & Kodak on Twit­ter or Dell, Star­bucks & Kodak on Face­book and one example from Hab­itat UK that will definately NOT increase brand loy­alty)

Increased web­site traffic — look at the ana­lyt­ics to under­stand where your site traffic is com­ing from first (to get a bench­mark) Com­pare month on month stats and which sites are refer­ing the most traffic to you and ask your­self these questions:

  • Which months were bet­ter than others?
  • Can you identify why that was?
  • Which blog posts, tweets etc drove the most traffic to you?
  • Can you identify if any­thing other than the post had any­thing to do with it? (time of day, day of the week, refer­ral traffic etc or if topic was par­tic­u­lary current)
  • Know­ing the above, try to repeat the result…

Word-of-mouth refer­rals - More often than not, cus­tom­ers will tell you who had told them to ‘buy’ from you. If they don’t ask them!!!

Increased brand aware­ness — By increas­ing the reach of your digital foot­print, as long as you’re align­ing the asso­ci­ated product/service keywords that your brand uses (be it you or your com­pany as ‘the brand’), then your online vis­ib­il­ity will increase…the key point is do you know what search terms your audi­ence use to find the products or ser­vices that you or your organ­isa­tion offers? No, then you need to read tomorrow’s blog on ‘You say potato I say solanum tuberosum: search term basics’ to find out how ;)

Is that enough return to jus­tify integ­rat­ing social media into your communications?

By devel­op­ing in this ‘space’, not only will you keep ahead of the game but will appear rel­ev­ant, mem­or­able and more import­antly be seen as being approachable.

As always, happy to be chal­lenged and edu­cated :)


SEO, social con­tent and sig­nals advoc­ate, closet geek (not fully fledge), writer, speaker, & blogger.

Founder of NOD3x ( — Social Net­work Ana­lysis, know­ledge graph ana­lysis application

Lee can be con­tac­ted by email: here


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