After posting an article describing some of the struggles B2B marketers feel on social media, many of our followers on Instagram began voicing their opinions on the matter.
"It's not hard," says @social_marketing_doctors. "The wrong people are doing it. It shouldn't only be the marketers, but the people that have more in-depth knowledge of products and services - and that are in tune with the need of their followers - that should do the webcare (or at least be involved)."
Basically, what he is saying is that not anyone can manage social for any random brand. The social media managers for B2B brands need be involved high-up in the strategy of the business and deeply knowledgeable about the services they provide. If you can understand a business at its core, then you can manage social correctly.
"Many social media managers are disconnected from the operational experiences of traditional businesses," replied @brunodimonreale. "This leads to trust and credibility issues between the messengers and decision makers. Gimmicks and junk strategies abound and are often applied equally to diverse organizations which further erodes the credibility of SM managers. What works for a coffee shop might not work for a home improvement store or a shipyard."
The conversations sparked a new question: "What makes a good social media manager?"
I posted this question on our Instagram story to see what our followers would come up with. The graphic below shares a few of our favorite responses.
Want to share your thoughts with us too? Comment on our last Instagram post with 3 words that best describe the qualities every social media manager must have.