Webinars in the Age of Social Media
Last week, we discussed current trends and best practices in B2B social media with Natascha Thomson, the CEO and founder of MarketingXLerator, a social media consulting company.
In part two of this interview, we spoke with Natascha about how to use social media to strengthen your webinar programs.
This is the second part in a two-part interview series. You can read the first post here.
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.
For more insights from Natascha, check out her content on BrightTALK, including this short video on growth hacking.