As the year comes to a close, businesses are wrapping up old campaigns and preparing new social media strategies and budget plans. These four trends and predictions might help your business to plan smart for next year's B2B social media.
B2B brands will integrate social media (and social analytics) with their overall marketing program.
Since social media has been around for quite a while and more and more brands are seeing it as a necessity, it is now time to integrate social media with the overall marketing function. Just like every other digital marketing function, social media shall now be held accountable for metrics such as impressions, reach, clicks, conversions, and ROI.
B2B brands will focus on creating efficient cycles for content generation.
In 2014, B2B marketers will find more efficient processes for creating original and compelling content on behalf of their companies. We will see more presentation-style content, infographics, and social ebooks published to add to long-form content and less white papers and research reports.
B2B brands will create platform-specific, differentiated content to get the most out of each social network.
Facebook and LinkedIn are the top platforms selected by marketers, with the former bagging the number 1 spot. Although Facebook generally presents you with a larger audience, LinkedIn, with its very few clicks and impressions, provides a higher number of conversions. While Twitter and Facebook progress slower in terms of social ROI, 2014 will be the beginning of creating platform-specific content in order to utilize each network instead of publishing the same type of message across primary networks.
Google+ will become an integral part of owned media strategy - from SEO, content, and social perspectives.
Since its launch in 2011, a lot of people have remained skeptic as to how Google+ plays into social media strategies. Most B2B marketers don't see clicks and visits from Google+ and they don't know how to use it. They don't feel like there's brand engagement on Google+. Despite being ranked as the least substantial platform, we can't deny the importance Google has placed on Google+. It is increasingly becoming part of Google's SEO and personalized search platform, and B2B brands that pin search and social as part of their strategy can't afford to ignore Google+ in 2014.