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What are the biggest mistakes B2B marketers make with social media?
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No big earth-shattering revelation here, but one of the biggest mistakes I see is businesses treating social media as just another broadcast channel: writing a press release and calling it a blog; tweeting marketing messages and calling it a conversation; and failing to acknowledge or respond to conversations that ARE mentioning you.
Agree with Carmen. It is another channel, but requires appropriate content to optimize the channel - content that is useful, engaging, and sparks conversation and sharing. One way to overcome this is to look at any content piece, like a Press Release, and parse it out into content that *is* appropriate for a blog or other piece that can then be used. Ardath Albee calls this the "rule of 5" for content marketing. If you're creating one piece, find a way to revise and re-purpose the theme of that piece into up to 5 pieces of content for use on the website, in social, or in other ways (pieces of collateral, for example).
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