Not An Entry Level Job

Another common solution provider misstep is assuming social media can be relegated to an entry-level employee or intern, O'Malley said. However, O'Malley said it is important for solution providers to present themselves as trusted advisors, and an entry level employee might not have enough knowledge of the complicated B2B sales cycle.
"It's key for the person in that position to know and understand the way the business works and have the acumen in order to start and continue conversations with the market. That helps them bring value to their social efforts," O'Malley said.