Our recommendation to move past this hurdle is that you choose a specific area of your business to focus on and use the sites that will best suit that activity. It is only by setting strategic goals that you are able to calculate the ROI and success on any online activity. One case study that we feel best demonstrates this is IBM who have set up a page of their site, Twitter account and Facebook group that purely focus on their B2B events.
IBM’s event page on their website is very easy to navigate and hosts a calendar of global events, as well as podcasts and webinars that can be played through the site or downloaded. It has been well optimised to appear high up in search results on its own merit but also links through to their Twitter account, RSS feeds and other sections of their website.
By focusing a Twitter account purely on events they are able to keep their Tweets very focused and on message providing information and insights before, during and after an event. They link to live streams during an event, their Flickr account of photos after an event and keep conversations going around the topic of the event. The success of this activity can be seen by the 2,254 followers (as of 4th Jan, 2010) and the 86 lists that the account has been added to.
IBM can calculate the success of this activity by looking at the traffic it drives to the live feeds and the web page, as well as seeing if attendee numbers rise. IBM have made a success of online communications on many levels, but this structured approach can be repeated by organisations of any size, and if well thought out and implemented correctly, could lead to new business, increased brand awareness and an enhanced reputation within the professional and digital space.
For further information or to discuss how online communications are relevant to your business please don’t hesitate to get in touch.
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