Connecting with Marketing Contacts on Social Media

By Sangram Vajre

The number of social media channels is endless. Each social media channel serves a different purpose designed for a certain audience. Depending on your audience and purpose, you will find yourself with using some social media channels more than others. It depends on the types of accounts you’re trying to connect, and with what message. As of 2016, the biggest social media channels in the world are

  • Facebook
  • Twitter
  • LinkedIn
  • YouTube
  • Reddit
  • Instagram
  • Pinterest

It’s important to recognize the most popular social media platforms, as they all offer ways for your company to do advertising or promote sponsor content. These media help you reach your contacts in your target accounts.

It isn’t possible to be on every channel and be effective. Identifying the right channels is important for connecting with your contacts.

LinkedIn is the best place to connect with your contacts on a 1-to-1 basis utilizing social media.

As the largest professional networking site in the world, every business-to-business (B2B) marketing and sales professional should understand the importance of being on LinkedIn. LinkedIn has several ways for you to connect with your contacts, including

  • Liking or commenting on status updates
  • Reading your contacts blog posts and sharing them with your network
  • Joining groups
  • Inviting them to connect

Here is when you should invite a prospect to connect on LinkedIn:

  • Business/Sales development representative (BDR/SDR): If you’re engaging in conversation with a prospect, after completing an initial discovery call or scheduling an appointment for sales.
  • Sales account executive (AE): If a demo was successful and the account is progressing to a revenue opportunity. You need to connect with all the relevant decision makers in the account.
  • Project manager: If the account has become a Closed/Won deal, and the implementation of your product or service requires a project manager or professional services consultant, this individual should connect with your customer accounts on LinkedIn.
  • Customer success manager (CSM): After the account has been handed off to a CSM via email, the CSM should connect with their customers, (especially the “champion,” or biggest user of your product or service). This champion can become your customer advocate, and LinkedIn can help to further engagement.
  • Marketing team member: A member from your marketing team needs to collaborate with your customers to create content. This customer content includes case studies, video testimonials, webinars, and planning for events. When marketing team members are collaborating with customers, they should connect on LinkedIn to build a relationship.

Don’t ask your contacts to become your Facebook friend. If you get to the point where one of your contacts offers to connect with you on Facebook, consider what message you’ll send by accepting his or her friend accounts.