Speaking of women of influence, a 2008 award recipient, BroadBased CEO Jan Korb, was recently quoted in the Jacksonville Business Journal (JBJ) on the topic of social media.
In short, Korb’s advice for taking the leap into social media: Not so fast.
Korb believes that instead of jumping in with both feet and trying to start a conversation with prospects right away, B2Bs should dip their toes in the water. She advises clients to monitor conversations between customers and prospects about their brand or service. “They can join in the conversation when appropriate,” says Korb, “speaking only when there is something valuable to say, and not trying to sell at every turn.”
Korb reported to the JBJ her observations on how some organizations succeed and others fall short with social media. “Clients that are testing the waters often don’t have good results. I’ve witnessed some of them become frustrated. For various reasons, it’s been really difficult for some businesses to use it.
“The most important thing is to have a strategy that is well thought out and integrated into other campaigns.”