Social media are top of mind with marketers in the private sector. So why not with business support organisations (BSOs)? By 2009, some of the leading trade promotion organisations in the world, like the United Kingdom Trade and Investment organisation actually started campaigns with Twitter, Facebook and YouTube. And, looking at the number of fans, followers and views, in a successful way. In the same year, we also started to use these social media with BSOs in developing countries like the Philippines and Bolivia, and to make it an integral part of trade promotion strategies.
One of the Bolivian BSOs we work with has done a pilot campaign displaying advertisements in Facebook. A short campaign (approx 4 weeks) generated thousands of new visits to the website which resulted in 40% conversions, meaining subscriptions to a webbased service. It was very clear that the campaign was successful, it exceeded the expectations.
We are confident that active use of social media can bring substantial benefit to BSOs. However, it should be well planned and integrated as a social media strategy in a wider trade promotion strategy.
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