Top executives often say they don’t have time to tend their LinkedIn profiles or to engage on Twitter, but they’re missing a little-understood opportunity of these platforms: connection points. Executives spend a lot of time meeting with customers and business partners, who routinely research them before they meet. The media is also interested in knowing more about the executives whom journalists cover. It’s it worth a half-hour of a senior manager’s time to prepare a social profile that offers deep insight into their interests and passions? Doesn’t that make it easier for their constituents to learn more about them and establish trusted relationships? In a recent Biznology post, Paul outlined “Five often-overlooked reasons senior executives should use social media.” He summarizes that post and makes his case at the top.
This week’s guest is Andy DeBrunner, an account planner and social media strategist at Godfrey, a 68-year-old marketing agency that works exclusively with B2B clients. Godfrey doesn’t deal with many tech firms; most of its clients are in old-line heavy industries like manufacturing and construction equipment. But that doesn’t mean they can’t get value from social media.
In our interview, Andy describes some particularly creative campaigns his company has done for makers of refuse-hauling and construction equipment, among others. He also outlines the five most common profiles of social media marketers he encounters, ranging from the “apprentice” (client has some level of social media presence but doesn’t know what it’s doing for them) to the “one night stand” (client doesn’t want a program, just one-time promotion). He has yet to encounter a client that can’t benefit from being more social.