1. Failing to understand where they are in the B2B buying cycle
When a brand is looking for a product or service, it has to go through various channels and different people within the organization are involved in making the purchasing decision.
I will illustrate this point with a hypothetical example: a PA is told by the company’s Financial Manager (FM) to go and look for a new piece of Payroll software that services their company. The FM instructs the PA to ensure that the software is cost-effective. The PA then hops on to LinkedIn to see what people are saying in groups and forums about Payroll software. A few are shortlisted and they make it back to the FM. The FM now digs a little deeper and begins to engage with each company through their social channels. Should these social channels only be concerned with pushing product and selling the benefits of the software, the FM is going to move on.
To read the full, original article click on this link: Five reasons businesses suck at using social media to talk to each other | memeburn
