Lead-generating social media strategies using the social media performance model: The B2B connection

Gary B. Wilcox and Kristen Sussman
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Gary B. Wilcox: Stan Richards School of Advertising and Public Relations, The University of Texas at Austin, USA

Journal of Digital & Social Media Marketing, 2014, vol. 2, issue 1, 70-78

Abstract: Over the last decade, using social media has become an everyday activity for consumers around the world. Companies like Facebook have transformed the way brands and businesses develop and execute marketing strategies. This paper reviews the framework used to create a successful social media engagement strategy in a business-to-business (B2B) environment resulting in sales through new leads and conversions. In addition to the measurement process, it describes the results of a targeted content marketing strategy designed to generate sales through qualified lead generation for an already saturated B2B tech market using a predictive multivariate statistical model known as the social media performance model. The direct correlation between social media output and behaviour resulting in new customer acquisition sets the model apart from other measurement tools and helps make the return on social media investment more efficient for marketers. Brand strategists can use information from the model’s results to offer better messaging and encourage desired actions while becoming more efficient to meet defined goals and sought-after results.

Keywords: social media measurement; social media analytics; B2B marketing; social media performance model; social media analysis; social strategy (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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