Quit expecting a clear ROI from B2B Social Media

September 30th, 2009

by Robert Middlestetter

I have a concern about insisting that social media should have an ROI based upon lead generation. When social media is utilized correctly, we communicate with potential customers in a “helpful” manner. Asking, these potential customers to take an action that turns them into a sales lead seems too commercial to me. In fact such an action could be the kiss of death in establishing dialogue.

While social media has great value in building relationships and gathering customer preference information, it remains on the outer circle as an effective lead generation tool. For us, social media is an exciting new way to publish one’s views and invite real-time constructive comment. People engage in the conversation when it’s relevant to them. Discovering relevancy is valuable in marketing, however monetizing that relevancy is virtually impossible.

Perhaps we would be more effective if we use Social Media in a role that is in better alignment with its true value—namely gaining insights and becoming relevant to the customer.

I would like to hear your comments on Social Media as a lead generation tool. Please join the conversation.

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This entry was posted on Wednesday, September 30th, 2009 at 2:56 pm and is filed under Marketing Accountability, Social Media. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

6 Responses to “Quit expecting a clear ROI from B2B Social Media”


  1. December 15th, 2009 at 5:23 am

    Great advice and very true. One of the most important things bloggers, or any business, can do is try not to give up. Even when times are tough it

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  2. December 24th, 2009 at 1:19 am

    Promotion needs to concentrate on the unique selling point / differentiator of the product you are selling, so this would be promotion through media (the choice of which depends on place

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  3. April 25th, 2010 at 3:25 pm

    Would it be possible if I link to this website, from my blog? I’m wanting to discover as many sources of relevant information as I am able.

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  4. April 26th, 2010 at 8:06 am

    Very, very nice post and a great site design. Kudos to the site admin. Hard to find quality sites anymore especially on this topic, I’ve bookmarked and signed up for your feed.

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  5. April 27th, 2010 at 1:48 am

    Hello writer might I use some of the information from this post (paragraph exerpt) if I provide a link back to your site? Thanks either way, and hope you have a fantastic day! bye!

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  6. May 7th, 2010 at 11:20 am

    I completely agree with the above comment, the internet is with a doubt growing into the most important medium of communication across the globe and its due to sites like this that ideas are spreading so quickly.

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