On a daily basis, I talk to b2b marketing leaders who are putting together and defending social media marketing strategies with the purpose of reaching business buyers. Many of the conversations sound like this: “We’ve created a Twitter account and Facebook page, but we’re not getting many followers, what do we do next?”
Too many b2b marketers use social tools as just another channel for pushing out press releases and product promotions. Your prospective buyers don’t care. In the same manner that they tune out television commercials and ads, they get turned off by companies that push commercial messages through social channels.