I love the video below created by Sarah Goodall Founder of Tribal Impact. Sarah talked me through her social media maturity model moving experts from inactive online to active. It made a lot of sense.
As you will see on the x-axis you have a level of social confidence and on the y-axis size of network. Those in the bottom left are inactive. Top right are the influencers. Sarah goes through how to take your team on a journey from inactive to active. That is the key. Not everyone is going to become a social media influencer (which is good) but getting them out of inactive is key.
In Sarah's model classic B2B experts are Connectors - some are simply inactive.
They build their network but do not do anything to take advantage of that network online. There is obviously a huge opportunity here for them to do something and gain a great deal. The first thing is to move them right - to being social sellers. This is where they engage and share content.
Some in the middle column - participators, broadcasters and collaborators - will move up to Influencers and thought leaders - the big difference between them is content creation.
Sarah talks about key steps in the journey - the last I added:
- Do nothing
- Start building your network and optimise your online profile
- Read, share and engage with online content
- Create content - get your voice
- And (this is mine) ultimately create your own content deliberately and share it strategically with key business goals in mind. This is very much linked with Account-Based Marketing
Importantly the intention is not to get everyone in the firm to become an influencer. Not everyone needs to create content. As I said the overall aim is to move everyone in the firm from inactive to active.
Sarah Goodall from Tribal Impact has been a friend of Passle for a long time. Check out Tribal Impact's insights here