When it comes to social media, content and creativity win.
While B2C social strategy is often at the forefront of this evolving industry, B2B companies are gaining ground. Take GE’s Instagram account, which engages its 199,000 followers by taking them to places they may never go, showcasing GE products in unexpected ways. The key? Humanize the brand.
- Tell stories and introduce a personality through imagery. In social media, stand for a purpose that transcends products. Here’s how it plays out: Xylem, a leading global water technology provider, has its Bell & Gossett pumps installed at Levi’s Stadium, the new $1.3 billion home to the San Francisco 49ers football team. The recycled water pressure booster system ensures that when everyone goes to the bathroom at once, there is adequate water available. Instead of showing photos of the pumps, the social posts showcased a behind-the-scenes story.
- Get your employees involved. The days of banishing employees from social media use at work are gone. Spend some time training your team on how to properly use social media. Then, create a social media strategy and develop guidelines around your company. If a small percentage starts sharing relevant content, there’s a ripple effect that can help maximize a marketing budget.
- Use relevant hashtags. Rule of thumb: Use hashtags as a strategic decision to show up in an applicable feed. Put away the cutesy hashtags that don’t add value (#amiright?). Before using a new hashtag, analyze what conversations are happening around that topic. If you’ve created a hashtag that doesn’t have longevity to it, get rid of it.
As you start to build out a social strategy for a B2B company, don’t sell products on social – use it to achieve more. The moments shared through social media will forge a stronger connection to your products and to your brand in the long run.
--Danielle Barr is senior digital strategist at Branigan Communications.