Managing B2B communications involves managing your company’s reputation. Monitoring all forms of media, including TV, radio, print, digital, mobile and the social web, requires stakeholder research, comprehensive understanding of industry language, and the technical set-up of listening dashboards. By watching for brand and competitor mentions, including reactions to industry issues and news, a B2B communicator can find opportunities for thought leadership and proactively address potential crises.
To deliver B2B messages, participate in dialogues and respond to comments on multiple platforms, we must address the risks and governances around corporate social media participation. Creating a board of new media advisors that include each department is the first step in developing an organization-wide social media policy. This involves evaluating B2B opportunities for engagement, establishing participation guidelines for each digital touch point, developing risk assessment and flow charts for crisis communications, and preparing brand representatives to respond quickly online.