B2B Social Media Objections: Meet Fear, Irrelevance and Overwhelm.

Since I've written on building the B2B business case for social media and penned key tips for breaking through the knowledge barrier, it's only fitting that I take a post to focus on the main B2B objections to social media, and some strategies for overcoming them. Because even in this all-digital, always-on world I hear objections a great deal.

And it's imperative that those of us who have been working and participating in social media for years take a BIG step back and remember that this space is still brand new to most B2B companies... and change takes time (and comes with objections aplenty). That's just the nature of change.

While it sounds cliché, each of these objections are an opportunity. Why? Because they invite a conversation. Why's that? Because in voicing their concerns to using social media, executives are not only making a statement about what they're thinking (and feeling), they're seeking reasons to either (a) confirm their viewpoints or (b) change their minds.

These objections have helped me in my own work as they've pushed me to be more objective when nudging more companies to integrate social media into their marketing practices. For example, instead of only offering my professional opinions, I provide plenty of third-party data points as support. And instead of crafting a counterpoint, I work to build a business case. I talk the language they speak, not lingo that gets lost in translation (a basic principle that's still as timely as ever!)

And I should note that while this post focuses on B2B objections, these very much pertain to B2C companies as well. So on that note, let's get started...

*Fear: "We fear losing control over our brand... and what others might say about our company."

Be it fear of losing control of their brands, concerns of negative buzz snowballing into a front-page PR crisis, resistance to new technologies or worries that giving employees access to social networking tools will result in irreparable harm to the brand's reputation, fear is alive and well. And while fear isn't something that you can touch, it's a very real emotion that people feel, and a big reason why businesses shun these tools to avoid increasing risk.

These companies need REASSURANCE. Moreover, they need to understand that they gain *more control* by participating in social media than by staying on the sidelines.

Here you need to fight fear with the power of knowledge, and explain that the risks are nowhere near what they're gleaning from headlines screaming of boycotts and backlashes (those are more exception than rule and in most cases could have been avoided through some very simple practices). Even recent statistics cite that double the amount of times that negative word-of-mouth is posted, positive remarks are made--albeit negative buzz is far more newsworthy and memorable.

But what companies really need to understand is that they still maintain ultimate influence over what is said about them online; just as they always have offline. Why? Because companies are 100% in control over (1) their brands' level of quality, (2) whether their brands are delivering on the claims that executives make in their marketing, PR and sales programs and (3) whether the company is providing high levels of customer service, or if they're falling woefully short. (Take a look at negative buzz and you'll see it's always centered around poor product quality, inflated marketing claims or unsatisfactory customer service--yet companies are in full control these 3 areas.)

Further, should a customer voice something negative about a brand online, by virtue of the company having an online presence and monitoring online conversations in real time, they can acknowledge and attend to the concern and wind up the hero of the story, rather than ignoring the complaint and left to play the part of the story's villain.

*Irrelevance: "How in the world can this 'social' stuff apply to, and much less benefit, our B2B-focused offerings?"

In a world brimming with Facebook Fans, MySpace Music and blogs about cute puppy dogs, this is a very sound objection on the part of B2Bs. But they need to understand that it's a VERY BIG Web. And with over 90% of B2B buyers already using these tools to make and research purchases, it's no longer just a “social” environment, it's a business marketplace, too. 

These companies need RELEVANCE. And it needs to be a rock-solid argument based on facts and logic, not feelings.

Here you need to provide executives with third-party statistical data, a logical business case reflecting revenue-enhancing benefits (e.g. improved revenues, increased lead generation) and plenty of germane examples that are either inside their industry or easily mapped to their target audiences and business sectors.

You will need to build the business case and connect many dots by citing trends in changing media usage, shifts in purchasing behaviors and recent success stories. And when it comes to B2Bs, it's important to remember that the key points that you will be providing will not only work to inform your prospect, but used by your prospect to rally others inside their organization around change... so arm them well.

Lastly, these companies needs to have their attention shifted to the *real deal* on irrelevance: losing their own relevance and letting their competitors eat their market share while they were asleep at the Web 2.0 Wheel.

*Overwhelm: "How can we possibly Twitter, Blog and Facebook all day long...and still get our jobs done?"

Just look at all of the tools and platforms that have debuted in the last 24 months and it’s easy to understand why so many heads are spinning at the thought of integrating and sustaining participation across all of these tools. Moreover, due to the economic climate, this is a time when shoulders are already heavy given that organizations haven't been able to add staff, and in many cases have had to cut staff and place more responsibilities on their existing work forces.

These companies need FOCUS. And they need to understand that while social media provides them an unparalleled level of choice over which opportunities to explore, it does NOT signal a mandate to do everything.

I am constantly pushing clients to focus on the most robust, high-impact program, or a few of them, rather than trying to maintain a presence across a slew of social networks that they'll never be able to manage with their current staff and budget. Because being a mile wide and a half-inch deep across social media platforms is a recipe for disaster.

On this front I explain that one of social media's most redeeming qualities is choice. Through its vast set of platforms and innovations, the Web 2.0 marketing tool set gives each company the ability to choose (and focus upon!) which tools fit their unique needs, their goals and their level of resources.

Once executives understand that choosing to integrate social media into their marketing mix does not obligate them to tap every single Web 2.0 tool, technology and platform, it changes the conversation from "How will we ever support all these tools given our resources?" to "Which, of the many tools that are now available to us, best supports our goals and strategies?"

And that's *exactly* the conversation that you're seeking to have.

Here are some other B2B social media posts that you might find helpful:

• Building the B2B case for Social Media: A Slideshow
  
• Social Media Risk vs. Reward
• Top 10 reasons for B2B Social Media
• The "Share Economy" for B2B Marketers (PDF download)
• *B2B Case Studies 
• *Start Smart: A 10-Step Social Media Guide for B2B Marketers

(*Note: the last two articles above were developed for MarketingProfs premium content section, a site subscription is required.)

PS: For a collection of 20 helpful B2B social media posts, presentations and series that no modern-day B2B marketer should market without, just go here!

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Social Media Tips • Social Media *Extras* • Social Media Training • Contact CK

Comments

[Don Lafferty]

The primary concerns I hear in the particular B2B space I approach are SEC issues and industrial espionage to the extent it has the ability to impact stock price.

These are corporations who can barely create traditional advertising and PR without a cadre of attorneys and marcom professionals signing off; a process that is arguable anti-social.

While anticipating a B2B company's objections to social tools and tactics is critical to penetration, it's equally important to pick an internal sponsor who already has a proclivity to use social tools (like being on LinkedIn) AND has enough internal trust and influence to override the naysayers.

[Mark W Schaefer]

Once again, we are of a like mind about so many things, CK. I see a lot of the same objections. Another one would be simple lack of awareness. Businesses trying to pay the light bills or meet payroll right now probably are not on top of the social web trends. I think a lot of B2B's will "wake up" once the financial pressures are not so great.

[Ricky]

You also can't forget how important social objects are in the B2B world. Showing your manager a bit of interesting research is just as socially valuable as the personality tests on Facebook. They strengthen relationships between prospect employees in corporate hierarchies, as well as with the brand.

[Визитки м.Сокол]

These are corporations who can barely create traditional advertising and PR without a cadre of attorneys and marcom professionals signing off; a process that is arguable anti-social.

[Robert Bacal]

I think the objections go deeper, and that 90% of social media advocates and consultants "don't listen so good", and are by far the worst at understanding those who don't see the world differently.

When you are an advocate or seen as one you won't hear the rest.

In fact, there is a real question in many people's minds, including many many old hand Internet professionals" about the business effectiveness of social media and the many impracticalities of participating in it.

Of course, social media consultants don't want to hear that, neither are they capable.