From the time social media became a viable marketing channel, B2B companies have been looking for ways to automate social processes.  Although social media tools have made this easier—with features like post scheduling, conversation monitoring, and hashtag tracking—some aspects of social selling can’t be pre-planned.

Today we’re covering a topic that B2B marketers have disputed for years—scripted social media. If you’re not familiar, scripted social media is the process of using pre-written, well-vetted messaging as part of your corporate social media strategy.

Proponents of this strategy argue that predetermined talking points and canned responses give companies editorial control of their social channels. Others argue that scripted social media can appear inauthentic, robotic, or just plain annoying.

Here at ZoomInfo we don’t necessarily agree with either of these stances. Instead, we feel that—as with most marketing tactics—there’s a time and place for everything.  Continue reading to learn when its best to avoid canned or scripted social media.

1. Customer Service

Did you know that an estimated 67% of consumers use social networking sites for customer service (source)? Customers turn to social media for many reasons—to report a problem, talk about their experience with your brand, or to simply stay up-to-date on your products or services.

The last thing they want—especially if they’re frustrated—is to receive the same canned response as everyone else on your corporate profiles. Although it can be time-consuming to respond to customers individually, the effort pays off. Consider the following:

  • When companies engage and respond to customer service requests over social media, those customers end up spending 20% to 40% more with the company (source).
  • Customers who encounter positive social customer care experiences are nearly 3 times more likely to recommend a brand (source).
  • Companies who answer complaints increase customer advocacy by as much as 25% (source).

If you keep messaging consistent, use natural language, and respond to customers quickly, not only will your customers be happy, but you’re also likely to earn the business of other interested prospects.

2. Social Selling

The proliferation of social media means it’s no longer just a marketing concern. Most employees, from entry-level to executives, are likely to have at least one active social media profile. In an attempt to control the conversation surrounding their brand and reduce the risk of inappropriate communication, some companies provide employees with predetermined posts.

Although scripted posts are appropriate in certain circumstances, we don’t suggest using them as part of your social selling strategy. For those who aren’t familiar, social selling is the process of using personal social media profiles to nurture relationships with prospects and potentially earn new business as a result.

The problem with using scripted social media is that it completely removes the “social” part of social selling. It comes off as disingenuous and can quickly turn a conversation into a sales pitch. Trust your sales team enough to draft their own posts and form real relationships with potential buyers. They’ll appreciate it and so will your prospects.

3. Content Marketing

b2b social media

Content marketing and social media go hand in hand. You create high-quality content and use social media to distribute it to the appropriate audiences. Don’t discourage people from clicking by using canned posts and captions. We see it all the time—companies post a blog, white paper, or eBook with the title or the entire first paragraph as the post text. We’re even guilty of it: Now that most social channels automatically display this information, doing so seems repetitive, robotic, and even a little lazy. You can’t trick your customers or potential buyers by using a “set it and forget it” approach. Take the time to craft thoughtful posts and use attention-grabbing captions that will make your audience more likely to click.

For your next posts, try using a statistic, a quote from the article, or a catchy tag line. Experiment with different tactics to see what works best for your company.

Contact ZoomInfo today to learn how we can improve your B2B marketing campaigns and take your sales productivity to the next level!

About the author

Ryan Hadfield

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

Subscribe to the ZoomInfo blog.

B2B marketing, growth, sales and more.

    Related Content