Actually, there are so many examples of companies doing it right that once you show the research and examples the discussion changes to “how can we do the same?” We have quite a library of information that we use to help our clients going all the way back to 2000. Our examples are from name companies and large brands (both clients and others) that have done things well and those that have failed completely.

For our client examples, we also have the benefit of knowing the metrics which back up the tactic and content strategy approach we promote… nothing that would violate an NDA but rather trends that we’ve measured over time that include content strategy shifts marked against the resulting metrics.

Pulling together Thought Leadership content and Industry Analysis takes more planning and work. Perhaps additional resources, too, which can’t be easy to get these days, whether it’s taking some time from an existing employee’s schedule, or getting new headcount.

For the companies you’ve worked with that needed to be convinced of the wisdom of your advice , I’m curious as to how you’ve steered them toward a more customer-centric (and no doubt more effective) mix. Gentle persuasion? Metrics that proved your point? Fist fights?

In social media, the engagement cycle means changing behaviors to include your efforts in the audience’s day-to-day, week-to-week, or month-to-month habits. To not consider behavior in your social media mix is to use social media in the same way that a spammer uses email. The focus cannot always be on “You” but rather it needs to be on “Them” instead.

We have developed best practices that show that for B2B companies, social media efforts should break down as follows: 50% Thought Leadership, 20% Industry Analysis, 15% Event Coverage/Promotion, 15% Product Information (YOU).

Yet we often see a more B2C breakdown instead. Our research shows that B2C brands use a social media mix that breaksdown as: 50% Promotion and Sales (Discounts), 25% Thought Leadership, 20% Industry Analysis, and 5% Press Release coverage.

When “You” concentrate on “You” and not “Them” you miss the idea of social media. “You” are important to your audience. If “You” weren’t there wouldn’t be visitors, but a clear focus on the message and content strategies is a big part of making social media effective. Remember that social media is a tactic for not only building business results, but also for nurturing your potential audience as well.

Mike