This may sound like a really odd question, considering that the conventional wisdom is that social media is a “conversation”, that you need to “engage” everybody in, being all things to all people.
Well for me, when you’re in the “channel”, things are slightly different.
Whilst there is significant value in using social media to inspire conversation and engagement with your sales partners, we see more value in amplifying through them.
The simple reason is that there are many better ways to communicate with your partners, outside of social media platforms. Using HTML emails and newsletters effectively (look at our newsondemand platform if you need help!), and targeting your communications accurately will deliver great results, and it doesn’t rely on partners having their social media accounts effectively “opened” to receive your business communications.
So this leaves amplifying through your partners as the best tool in your arsenal for social media platforms. I have discussed the issues previously, but briefly, one of the most crucial things I noticed some years ago, was that B2B2B and B2B2C companies never leveraged the large social presence of their own employees and sales partners. This is when my “Eureka!” moment occurred:
Why not use your partners to distribute your content?
It wasn’t going to work unless we found a way to do this globally (for vendors/ brands) and easy (for partners). Our solution, socialondemand® was launched in 2011, we now count many global brands as customers. The benefit for them is like ‘night and day’. In fact, I will share a few numbers with you:
So I’d like you to ask yourself, what is your social media marketing strategy? What kind of response are you having? Are you having as much success as our customers? Are you including your employees, sales partners, influencers and other brand advocates in your strategy?
Have a look at how socialondemand can make a ‘night and day’ difference to your social media marketing.
* Calculated by taking existing followers and dividing this by the follower count for all partners content distributed to
† Average number of clicks (of the short urls included in social media posts) divided by the number of followers/ friends/ contacts of your sales partners who have posted this content.
‡Average value for purechannelapps’ top 10 customers in CY2013.