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Social media for system integrators

In a recent blog on increased market competition for automation system integration companies, I discussed the growing trend of panel building companies moving into the system integrator space through business expansion. The impact of this is trend is pushing system integrators to find ways to differentiate their businesses, find their niche and areas of specialty to ensure continued business growth. I believe another area which system integrators can explore to help supplement growth is social media system integrators for automation

Social media is not just for consumers and B2C businesses. Three key points from the 2012 Social Media Marketing Industry Report tells us so:

  • Over 56% of B2B marketers acquired new business partnerships through social media (compared to 45% of B2C marketers)
  • Nearly 60% of B2B marketers saw improved search rankings from their social efforts (compared to 50% of B2C marketers)
  • B2B marketers are more able to gather marketplace insights from their social efforts (nearly 69% vs. 60% of B2C marketers)

Social media offers small system integrators an opportunity that they are often missing. I know it is difficult in a small company to know where you need to be with marketing, let alone social media. In my travels I see a lot of system integrators without a dedicated marketing team or with one, maybe two, marketing people concentrated on traditional forms of marketing, with a very limited, or non-existent, social media presence. However, I believe a conscious investment in specific people with specific skills to manage social media can offer an edge to system integrators willing to invest.

Social media is part of an ongoing investment, not just a one-off that magically continues. Content needs to be created, put out there and then engaged. As marketing and social media is not seen as core to the business, how do you justify the cost of a person to do this? It’s certainly a challenge.

But also an opportunity – not a lot of system integration companies are doing this so it could be a great opportunity to take the lead in creating a community, engaging potential end users, being thought leaders in your niche area and soliciting feedback from your community so you can improve.

In many industries, especially in local markets and geographies, word of mouth is more important than anything. Social media offers a wider opportunity to share your expertise, to be a leader in your field by sharing your past experience and what makes your business unique. Social media is a way to get word of mouth to a bigger audience, to understand what is happening in the market and promote yourself in an area that you are not located in.

Are you a system integrator using social media? What results are you seeing?



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  • Bjorn Gruenwald

    9 years ago

    Social media most important to promote anything.

    • Andrew Brown

      9 years ago

      Hi Bjorn. I agree 100%, and it is becoming more and more important. The challenge is to balance the effort/costs involved in being active in social media with the returns that it brings. From your response, and the fact that you responded on “social media”, I imagine that this is something that you are working on … any tips for other companies out there? Andrew

  • I think the other opportunity for Enterprise companies and large manufacturers is to support syndication of value-added content like blogs and social media posts to their distributors, franchise, and partners. This model works very well in the software and hardware space. I believe large Enterprise companies offer their resources in content development, and better use what the system integrators and distributors have to offer – feet on the ground.

  • Great blog, amazing information given about Social media for system integrators, was very useful, thank you for sharing this blog with us,

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