We’re all getting pounded on a daily basis with the social media do’s and don’ts. To Google+ or not to Google+? What the heck is a circle? Isn’t it a geometric object? Tumblr? Twitter? Optimizing your Facebook page (or group). Engaging clients through LinkedIn Groups. It’s a maze, and we’re not talking about a cornfield.

Most exhibition and event companies have pretty savvy marketing departments. These folks love the new shiny toys. The rest of us? Most don’t greet these new bobbles with joy, but rather something a bit darker. Look at the Facebook changes and most people’s reactions. Once we got used to how it worked, they mucked the whole thing up between a new page layout, timelines (Hate!) and deciding to “highlight” what they think is important to us (Double hate). Personally, I’m thrilled to have the “sort by chronological order” back.

Most of us are already engaged on social media platform(s) in some way—as consumers. However, most of what we are inundated with is how to manage Social Media by using b-to-c (business to consumer) techniques and policies. Are there lessons to be learned and adapted from the b-to-c way of doing things? Yes. All? No. Hence the complication!

At a recent seminar put on by SilverPop—one of the largest email and marketing automation companies around, discussed social media’s business purpose today, both to consumers and business. It was suggested we should be answering the following to achieve clarity:

1. Who do we presently sell to?
2. Who do we want to sell to?
3. What are their challenges?
4. Can we take away their pain?

Hmmm…do those questions look familiar? Something related to consultative selling perhaps?

Then add the following:
5. Where do the majority of your leads come from?
6. Do we want more leads or better quality leads?

And that is the starting place for using social media in business. Six simple questions.

Stephanie Selesnick, CEM is President of International Trade Information, Inc., a Los Angeles, CA-based boutique international exhibition management and conference company founded in 1972. ITI has always had an international focus—whether launching shows in other countries or bringing foreign exhibitors and visitors into U.S.-based exhibitions  and events. Reach her at stephanie@intltradeinfo.com and follow her on Twitter @StephSelesnick.