7 reasons why your b2b social media may not be working

Here are seven things you can do to get the attention you crave, and to measure that attention.

Your content is too much about you and not enough about your market. People are looking for answers to problems not a sales pitch.

You're not posting enough blogs or you are not posting them on third party sites, in order to stimulate traffic. Or your blogs are in a rut and the content has become derivative or repetitive.

You don't tell people what you expect them to do when they click through so they don't stay or there is nothing of value to download or bookmark - so you don't really know who they are.

You're trying to get as many Twitter followers as possible, while you should be worrying about who you are following - your universe is customers, prospects and their influencers. Find them and help them. Selling to them in the future will depend on the quality of your point of view and how well you play your role in the social channels.

You're on LinkedIn but you're not actively and regularly posting discussions, research, polls, tips etc. that give value.

You're not measuring your ROI. You need to number your followers by volume as well as quality (relevance to you); work out the cost savings of doing social media as opposed to not doing something else; measure leads using a points system; create a ROI based on cost per lead divided by investment; count conversions - from clickthrough to download.

You're not providing links between social channels, so that visitors can stick with you. There are lots of third party tools that enable this. Get that right and you don't need always to point them to your web site.