Social Media Marketing for B2B

Leveraging Social Media for Work and Play

July 10th, 2012 6 Comments
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I just returned from a three-month sabbatical that was entirely work free. Or was it?

Drawing the line between life and work has become increasingly difficult in this age of social media. Can we still do it? Do we want to?

My husband had decided ahead of our sabbatical that once we’d set foot on Hawaii, he would cut the cord to Facebook and Linkedin completely, and check his private email only sporadically.

I had no such intentions. I wanted to take a break from work but as a social media professional, I felt that I needed to at least stay on top of the latest social media developments. Particularly, as I was in the middle of co-authoring a social media book.  And I certainly could not survive 11 weeks away without being in close contact with my friends.

What worked in my favor is that I am very clear about the target audience for each of my social media channels. This way, I knew that Facebook would be my channel of choice to stay in touch with friends, while Twitter would mostly be my window into my social media network.

  • Facebook: friends
  • Twitter: people interested in social media marketing (business & friends)
  • LinkedIn: mainly business
  • Slideshare: social media network (biz & friends)

I decided to send one Tweet a day and started to schedule some of them, as I spent limited time online. To my surprise, my Klout score went up after about a month. While #IN still worked to post to my Linkedin status, I used it in my Tweets. When Twitter disabled this option, I switched to posting articles via LinkedIn, checking the Twitter box. I also reviewed the occasional Slideshare deck when I got email notifications. Was I working?

 

Social Media: Your Home Away From Home

So how did my husband fair? He broke down during the first week, with his main social media activity becoming posting and reading on Facebook. He also checked his private email but ignored Linkedin until we got back.

It is unexpectedly hard to be away from your friends for an extended period of time. We missed them, wanted to know what was happening in their lives, but also not be forgotten.

For me, sharing our trip – mostly via pictures on Facebook – made it better. Quite a number of people thanked me for sharing our adventures while they had to labor on. At the same time, I knew what was happening in my friends’ everyday lives.

 

Facebook Insights

We learned a lot about Facebook. If you post more than one picture at a time, people are less likely to comment (as you have to click on one of the pictures to comment). On Fridays, after lunch, there are usually less and less comments. Some people are more active on the weekend, others completely drop off. For communications deemed personal, many people will send FB messages vs. post on the wall.

My husband and I both unfriended a bunch of people. We observed that some folks never post or comment on anything. If you are not active on Facebook, let’s just be friends in the real world. Apart from some very close friends, lurkers got terminated. Also, as we used Facebook for recreation, we got tired of the people who use Facebook to only talk about work. It is ok to do that and won’t affect my off-line relationship with you, but on FB, I only want to hear about work-related issues that affect you emotionally, e.g. make you happy, sad, have a huge impact on your life – I don’t want to hear corporate bla bla and marketing lingo.

It seems that most people I talk to have a love-hate relationship with Facebook. It was great to stay in touch and I would not have wanted to miss it, but there is also the expectation to read all comments and respond which creates a certain pressure. And how often are you supposed to check? You can’t have a rewarding network without engagement. How much do you want to engage online vs. off-line? A question you have to answer for yourself.

 

Leveraging Social Media for Work & Play: The Panel

As I write about using social media for work in 99% of my blog posts, this post is limited to “play”.  If you like the discussion on “Leveraging Social Media for Work and Play” consider attending a FountainBlue panel discussion on the topic at Adobe in San Jose this coming Friday, July 13th, from 11:30 am – 1:30 PM. I’ll be sharing the stage with Cherie Del Carlo from Gather Your Crowd, Deepika Bajaj of Capcom, and Brenda Rogers of Roku. And of course, all of this is put on by the fabulous Linda Holroyd. Sign up here.
As we are in the middle of vacation season, how are you planning to tackle the work and play balance during your time off?

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6 Responses

  1. Steve Rumsby says:

    Having used social media, and twitter in particular, for so long now most of the people I interact with regularly, even those I’ve never met, I would consider friends. Not necessarily close friends (especially those I’ve never met), but definitely friends. And that means I want to keep in touch wherever I am. My focus, while on holiday, switches to me and my family for sure, but social media needn’t take a lot of time to keep on top of. There are plenty of 5 or 10 minute slots through a typical day. I do tend to be less able to get drawn into long conversations, but otherwise manage to keep up with things quite well.

    I’m not much of a Facebook or LinkedIn fan. Maybe it helps having only one network to concentrate on?

    • Natascha says:

      Steve:

      that is a good thought. The more networks the more it becomes a scramble to keep up.
      In my case, I have neglected Google+, as I am already entrenched on FB and Twitter.

      I think your strategy is even good for companies who have few resources and want to do social media.
      Focus on where the things are happening that matter to you/your business and don’t try to do it all.

      Thanks for the reminder :-),
      Natascha

  2. Gavin Heaton says:

    I tend to follow a similar path … different audiences, different channels, different conversations. I also tend to limit my online interactions over the weekends – not on purpose – there just tends to be more face-to-face activity.

    • Natascha says:

      Gavin:

      I think it’s healthy to reduce.
      Been reading so much about social media addiction and why it’s so tempting.
      Self-control is key.

      Best,

      Natascha

  3. Ingeborg says:

    I just started FB 2 weeks ago. I am handling 5 Business Handles and now I have 4 private handles… My Business Handles I take care of during my daily job so that is okay. The personal ones are all created advised by me fellow Social Media friends.. I hesitated a long time because as you describe you feel pressure.. how to handle it, how to maintain it, how much engagement, when… And with every personal handle I’ve added I spent less time on the others personal handles.. I like FB because it helps you to keep up with friends around the globe wich by phone or other is just rather hard to do. I like twitter because it helps me keep up with the latest news with regard to Social Media. LinkedIn is just purely business and I use it as my alphabetical rolodex instead of using business cards. But Blog is something I just can’t seem to find the time for anymore.. In the weekends I check into FB to see what my friends are up to and read Twitter in the morning like I would read the paper.. that’s it. But indeed I do feel the pressure.. do I need to like every comment? How much do I need to like and if your friend does not do anything on your FB… unfriend? Still trying to figure it out…

    Food for thought…..

    XXX

    • Natascha says:

      Ingeborg:

      I think your sentiment is representative of so many.

      It’s the little secret of social media that many of us professionals are overloaded; many private people seem overloaded managing friendships offline and online as well.
      Your comment also proves that multi-tasking is a myth. If you add an activity, you lose concentration on activity one.

      I wonder why it’s so hard for us to just say “no” and instead want to be “at the party”. I am talking about myself here.
      Simplifying life is always a goal on my list and I want to chose being present 100%.

      Appreciate you sharing your experience and thoughts here. For me the bottom line is that I never expect others or a client to have extra time. There is always a gap between what could be done and what can be done. In the end, it’s about making choices of things you say “yes” to while you drop others. Friends tell me it’s only about saying “yes” to the right things, nothing else – I am still trying to fully get my head around that. There is finite time & we decide how we spend it.

      Warm regards,

      Natascha

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