Social Media Marketing for B2B

Webinars & Social Media: A Good Combination

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February 23rd, 2015 No Comments

This is part two of an interview series. In this article, BrightTalk spoke with me about how to use social media to strengthen your webinar programs.

This article was originally published on BrightTalk. Thanks to BrightTalk for authorizing its syndication below.

In part two of this interview, we spoke with Natascha about how to use social media to strengthen your webinar programs.

Creative Commons License: ©Eric via Flickr

Creative Commons License: ©Eric via Flickr

As a social media expert, what do you like about webinars?

I think webinars just rock, especially in the age of social media. They’re really great for elevating thought leadership to larger audiences in a more engaging way. Because a typical webinar session is around 60 minutes, you get the opportunity to really show your expertise on a topic.

Webinars are also very effective at engaging customers and prospects. They give attendees the ability to learn more about B2B brands in a credible way. Audiences respect brands who create simple, accessible and helpful content.

For example, you could do a webinar on a broad subject like, “What is the Internet of Things?” and just create awareness. And then you could do more specific webinars for different stages of the buying cycle. What are solutions for the Internet of Things in a certain industry? Healthcare? How does it relate to everyday business?

You can also use text-based content you’ve already produced, like a whitepaper or blog, and run a webinar on that same subject to reach a different audience — one that prefers listening to reading.

What are some social best practices surrounding webinars?

Twitter is the perfect social channel for webinars. It’s important to have someone, maybe the session moderator, active on Twitter during the session. Make it easy for people to be a part of the event.

It’s also really important to have a consistent hashtag for all of your events. You might need several if you’re running multiple events at the same time.

You can leverage your blog as well. Write a post before the webinar to introduce people to the topic, and then write another post afterward with a summary and a link to the on-demand presentation.

This is the second part in a two-part interview series. You can read the first post here.

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