Connect Social

Social Media is, at the highest level, simply engaging your communities. We see five broad areas of engagement.

Connectsm handles social media for many of our clients large and small. Click on each area to learn more about how we can help.

Blogging & Microblogging

Being social is simply engaging your communities online. One way to differentiate forms of social media is how the content is consumed. Blogging (and Microblogging – aka Twitter) engages your audience by providing them with information that reflects your viewpoint. Many companies use these tools to get their viewpoint seen by as many people as possible. However, they often forget to engage with other bloggers and influencers to make their viewpoints truly social.

Our Media Affinity Study shows that blogs are in the top five in terms of how IT professionals learn about new technology. It is crucial that high tech vendors create and execute a powerful, consistent blogging program.

Connectsm can help in several ways:

  • Create blog and Twitter content, either by brainstorming topics or even by writing the blog posts
  • Manage the editorial process, calendar and posting
  • Identify influencers and bloggers with whom we can outreach to get your posts read, linked to, shared and commented on
  • Provide analytics on who is reading your blog and Twitter posts and how that impacts your marketing efforts

Social Networking

Whereas blogging is primarily focused on sharing your viewpoints, social networking is focused on conversations. It is a dialogue, not a monologue. Social networking takes place when like-minded individuals gather to exchange ideas on a particular topic.

For consumers, the best-known social networking platform is Facebook. Topics might include music, movies, celebrity gossip, and so on. As it turns out, Facebook is not very important for B2B high tech marketers. In fact, our Media Affinity Study showed that while your customers probably do use Facebook, they are unlikely to be using it to conduct business.

The social networking tools that do matter for B2B IT management are forums and LinkedIn. Forums (such as the Corporate IT Forum) are very popular among IT professionals in terms of coming together to compare notes and get advice. More and more LinkedIn is being used as the Facebook for business.

Connect Social can help build an effective B2B social networking program. We can help identify the forums and LinkedIn groups that matter most for your company and help you be part of the conversation. Furthermore, we can help make your voice heard in these conversations.

Social networking is an important part of your social media mix. Let Connect Social help.

Social Content

In the past, businesses have had to work through gatekeepers such as editors at publications in order to disseminate information to their customers. These people would stand between businesses and clients and only publish what they considered newsworthy, thus exercising a great deal of control over the marketing for a company.

In the age of Web 2.0 media, however, you are now able to push information out directly to your clients. This allows you unprecedented freedom in determining what you say and how you say it. It also means that it’s now your responsibility to select the best of this social content to share with your customer.


Creating videos is one effective way to distribute direct content to clients and potential clients. The most well-known example is YouTube, which is now the second most used search engine in the world. When we post a YouTube video, we get it maximum exposure through blogs and links.

Document Sharing

Other venues for distributing direct content include blogs and document and photo sharing services such as SlideShare, Scribd and Flickr. There are many methods; the challenge is understanding your options and determining what will work best for your company.

Connectsm has years of experience in helping you determine which of these tools will work best for you, and how to implement them. We will help you:

  1. Determine what media outlet is most appropriate for your business goals.
  2. Create the content.
  3. Maximize exposure by promoting your content using our worldwide network.
  4. Use predetermined metrics to judge the effectiveness of the material.


Infographs offer a unique way to tell your story visually and interactively. Users are more engaged and more likely to click-thru to your website.

Social Reference

In the new web landscape, community-generated content is becoming just as valuable as corporate-generated materials. While a company still needs to distribute information about their products, end users are now connecting with each other to share knowledge in ways never before possible on a large scale. These reference media are being heavily relied upon even in the IT industry. According to a recent survey conducted by Connectsm, 70 percent of IT professionals regularly refer to social reference tools such as Wikipedia. More specifically, 3 out of 5 indicated they would be likely to consult these tools to learn about a new product or technology they were interested in.

In the past, any two parties making a deal had done so on unequal terms, because one of the parties had access to far more information. Consider how little the average consumer knew about purchasing an insurance policy, compared to the insurance broker. Now, with access to a world of information, consumers are able to make purchasing decisions based on personal research. Whether they are reading the reviews on or researching a company on Yelp, businesses know they are under more intense scrutiny than ever before because of the symmetrical nature of information exchange.

Connectsm can help you take advantage of the new social reference landscape by working together to determine your company’s current image and shaping it to fit your goals. We will help you solidify your company’s industry leadership through the information provided by community-generated content.

Social Bookmarking

Sharing and categorizing other’s social content is known as social bookmarking. Social bookmarking provides a good opportunity to gain exposure, generate traffic to your website and help with content curation for other marketing efforts.

Social bookmarks are saved by users on web-based bookmarking sites such as Delicious, Digg, Reddit, StumbleUpon and Pinterest. From there, they are shared by organization and users who are interested in specific topics.

Visual social bookmarking tools like Pinterest were virtually unknown two years ago, but now drives more website traffic to some consumer companies than Google. B2B organizations can also use social bookmarking platforms to engage with and become a valuable resource to others. Identifying and sharing valuable content not only can increase brand awareness surrounding a specific topic, but aids in SEO and inbound marketing efforts as well.

Connect can help you create an effective social bookmarking strategy including:

  • Recommending the most effective placement of buttons on your website
  • Setting up efficient tagging structures and matching them to SEO efforts
  • Researching, curating and bookmarking the best content
  • Raising brand awareness on specific topics and increasing website traffic
  • Reaching out to potential customers and influencers who also bookmark relevant content

In an effort to increase engagement with their clients, F5 Networks decided to produce a series of instructional videos giving instructions for utilizing F5 products to improve the performance of enterprise applications such as those provided by Oracle, Microsoft and IBM. Connectsm worked with F5 to develop the Application Ready overview video introducing the series. Connectsm then promoted the video series to key publications and bloggers in the industry.

The campaign proved so successful that not only did the videos receive thousands of views, but F5’s stock actually rose 4 percent as a result of the campaign. According to MBPE Capital:

F5 Networks, Inc. (NASDAQ:FFIV) increased $3.66 or 4.00% to $95.33 on an unusual volume of 4.18 million shares after has added nine new videos to its web media collection that illustrate how F5 technologies help optimize specific applications and Microsoft server virtualization solutions.