In a 2010 blog post, we state that in order to stay viable, B2B companies need to hire a social media manager. Today, the role of a social media manager is more important than ever. According to one recent study, 93% of B2B marketers reported social media as the most utilized marketing tactic of their teams (source).

As social media continues to grow, the need for a social media manager has grown as well. In 2010, a search for social media managers on returned 7,100 results. Today, that number has sky-rocketed to over 24,000 open positions.

In today’s post, we explain why so many B2B organizations are choosing to hire a social media manager.

1. Own your social media strategy.

In order to drive results, social media marketing requires a detailed and comprehensive strategy. Without an appointed voice of reason—a social media manager—your strategy can become convoluted as different marketing personnel push their competing opinions or goals. The hired manager should be the appointed decision maker when it comes to the following:

  • Platform selection
  • Content type
  • Emerging trends
  • Scheduling

2. Generate leads and drive revenue.

With a winning strategy in place, social media can be a valuable tool for lead generation. Consider the following:

  • About 58% of marketers who have used social media for more than 3 years report it has helped them improve sales (source).
  • And 24% of businesses report an increase in revenue when they utilized social media for lead generation (source).

The right candidate will use their social strategy to drive leads—organic and paid—through content distribution, brand recognition, and paid advertising programs.

3. Manage your online reputation.

The proliferation of cell phones has drastically changed the world of social media. Customers take to their mobile devices to air grievances against companies, record and distribute video of an organization’s transgressions, and provide real-time feedback about products and services. There’s nowhere to hide.

Social media can be a scary place for companies these days. Through online interactions, customers and prospects form opinions about your organization – for better or for worse.

A social media manager can mitigate this risk by providing quick responses, listening to customer conversation, implementing a company-wide social media policy, and strategizing for damage control—among other tactics.

4. Test, report, and evolve.

Like many marketing tactics, social media is often a game of trial and error; you aren’t going to see your best results your first pass through. To harness your best results, you need to implement an analytics and reporting strategy.

A social media manager will know what measurements are important to your team, the best methods for obtaining them and how they influence your bottom line. By specifically highlighting what is and isn’t working, your social media manager will be able to make adjustments to your strategy in order to reap the most benefits.

For more information about reaching your B2B sales and marketing goals, contact ZoomInfo today!

About the author

Ryan Hadfield

Ryan Hadfield is a content marketing director at ZoomInfo, the leading B2B contact data solution.

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