Dipping a toe into social media is often a difficult decision for companies in the business to business (B2B) space. Concerns about ROI, coupled with a complex decision-making process, and competing views on the use and value of social engagement, can grind even the most motivated marketer’s social media strategy to a halt before the first tweet is tweeted.
|Whirlpool Galaxy |
(Smithsonian Institution, Flickr)
Some of the main reasons a company chooses to forego an active and robust social presence follow:
- Accountability concerns - ownership of the message and accounts
- Perceived lack of content
- Concerns over how customer service will be handled
- Competing objectives between divisions, regions and/or departments
- Low understanding of social media
- Not knowing how to track ROI
Choosing to stay out of the conversation means the conversation will go on without you.
What would you add to the list above?