Since the start of the year, I’ve had about a dozen conversations with B2B clients and prospects about whether and how their customers are using social media. Marketers want to make sure they are spending their time (and money) where it will be most impactful, and they’re not always sure social media is worth the investment.
If you’re still struggling with how your customers are using social media, try one of these approaches to inform your perspective a bit more:
1. Conduct an audit.
Taking inventory of conversations that are happening on social media can provide great insights into where customers are spending time and what they are talking about when they’re there. An audit can tell you what kind of content your customers react to best, which platforms are…