Overcoming barriers to social media

It’s no surprise that we’re big on B2B here at HN. But we’ve always maintained that the one thing that underpins all our communications is that Holy Grail of marketing: H2H, or human-to-human interaction.

It’s also no coincidence that the rise of social media has corresponded with this more personal way of doing business, but it hasn’t escaped our attention that not everyone ‘does’ social. So what are the barriers to social media and how can you go about breaking them down?

1: Time

Quite possibly one of the greatest barriers to social media — and the reason many companies turn to us — is time. Particularly when business is good, social media can seem like an unnecessary distraction. We all know about the dangers of neglecting our human relationships though, and it’s no different in business.

Look at tools like Tweetdeck and Hootsuite to speed up the process of scheduling and posting, and Feedly and Curata to access quality content quickly.

2: Inspiration

Hand in hand with lack of time goes lack of inspiration. It can be hard to be creative, witty and social every day.

The scheduling and curation tools mentioned above will help — you can create a bucket of great content when the ideas are flowing. You can then drip-feed it out over the following days, weeks and months as you see fit.

Websites like Days of the Year offer a more useful, if quirky, source of inspiration — we’re particularly amused by the upcoming ‘No Beard Day’!

3: Culture

Number three on the list — and possibly the hardest to overcome — is culture.

We often hear that “this company will never be social”, but, when you look at the figures, it soon becomes apparent that social media can help you:

  • drive website traffic and sales
  • slash lead-generation costs
  • provide great insights into your audience

This is where you need to educate and motivate your workforce. You could even gamify the process, creating internal leaderboards for those who are most socially active.

Want to read more about the inherent value of social media to your content strategy? Why not check out our article on why social posts are such a vital part of content success. Or, if you want to carry on the conversation feel free to share your thoughts, questions and tips in the comments section below, or tell us about it on Twitter or LinkedIn.




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  1. […] and move through to those that are more geared towards analytics and review. Or, as we did in this listicle on barriers to social in business, start with a surface issue, and then dig deeper with each successive […]

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