The old adage goes: “It’s not personal. It’s business.” In today’s hyper-connected world where 80% of global CEOs are using social media to engage with customers, colleagues and the public, business is more personal than ever. According to a recent study by global PR leader Weber Shandwick, eight in 10 CEOs (80%) are now engaged online and via social media, a rate which has more than doubled since they first began tracking the social activities of CEOs in 2010 (36%). Today’s executives are thought-leaders, influencers, evangelists, even celebrities. They’re sharing ideas, posing questions, expressing opinions, announcing decisions, and generating conversation via social media. And it’s all right there in the public sphere providing valuable insights for those who are paying attention. What does all this executive engagement mean to sales people? One word: opportunity.
Some 84% of B2B executives use social media as a source for making purchase decisions.
92% of B2B buyers use social media to engage with sales industry thought leaders.
A total of 72% of B2B buyers use social media to research solutions.Read more here. So how do you tap into social capital?
- First and easiest, discover and follow allies, influencers, and decision-makers within the companies you’re targeting.
- Build your personal brand by sharing relevant content with your customers and prospects or commenting on topical posts.
- Monitor the social activity of your prospects and customers to gauge sentiment and glean insights to determine the right time to engage.