From Critical Requirements of an Enterprise Social Platform Whitepaper:

As either marketers or salespeople, we know that providing the right information, to the right person, at the right time is exponentially more effective. However, too many companies today either allow salespeople to communicate on social media without governance or enable their salespeople to share general brand content that is not aligned with the needs of the buyer. One of the most important capabilities that we have seen throughout hundreds of programs is the ability to segment the message based on what the salesperson is selling, the industry they are selling into, and the persona of the buyer. There are many more ways to segment a company’s message but this example will suffice.

First, I would like to describe a situation that is all too common today. Company “A” hears all the buzz about how social can impact the sales team. Although skeptical that it will work in their industry with their customers, they decide to give it a try. They purchase an employee advocacy platform and begin to route brand content from their social marketing team through the sales team. They have good initial success in getting the sales team to share content because it is quick and easy. They are sharing a lot of content and everyone is excited about the program. A couple months go by and despite having great content sharing numbers, they are seeing very little to no engagement and certainly no leads or revenue. The sales team is starting to ask questions like, “Why exactly am I doing this?” Sales leaders are starting to believe that, as they suspected, their buyers are not on social media and are certainly not going to engage on channels like Twitter. The marketing team is happy that they have a new content distribution channel but start wondering if their budget wouldn’t be better spent on other programs that have been proven to work. So, they pull the plug and feel good that they gave it a good evaluation and concluded it wouldn’t work for them. We talk to companies every day that describes this exact scenario.

So, are they right? Is this proof that it just doesn’t work? What went wrong and what can we learn from this? Download the full whitepaper to see our in depth analysis and solution of this problem and much more…