We are all familiar with what “bad” B2B social media strategies look like:
Little to no audience engagement
Boring overly technical content
Salesy and overly self-promoting
Fortunately, there are some B2Bbrands who get social media right. In this post, we take a quick look at some of the exemplary B2B brands who stand out on social media and highlight what they do well that you can of course adapt & adopt in your own social media strategy.
Salesforce
Consistent interaction with followers
Relevant content, both via external links to longform written content and eye-grabbing social graphics
Focus on their people which helps to humanise the brand
Shopify
Keen understanding of their market space
High quality video content that caters to audience needs
Highlight customer success stories to inspire others
IBM
Leverages storytelling to showcase brand history and what’s remarkable about their technology
Jumping on conversational/topical trends in a fun but brand consistent way
Oracle
Shares multimedia success stories that demonstrate the power of their technology
Strong emphasis on the real-world application of their tools
Mailchimp
Content variety exploring different style, voice, content type, color scheme, etc. Check out their Instagram page
Diverse feed with slideshows, short video clips, fun animations, employee spotlights — Mailchimp features just about every type of content you could imagine
General Electric
Ditch the overly complicated technical jargon, uses their social media pages to inject humanity and relatability into their complex projects
Showcase real people behind their ground-breaking innovation
Slack
Use social media to resolve customer queries and complaints
Timely responses that are specific, helpful, directly addressing each person’s problems
Hootsuite
Consistently sharing valuable, engaging content
Entertaining and helpful content– both short and long form
Emphasis on audience engagement
Separate account dedicated to customer support
Adobe
Leverages the power of user-generated content (UGC) to fill its Instagram feeds with inspiring content edited and designed with their tools. UGCs are both cost effective and important for building customer loyalty
Employee advocacy programs to expand the reach of their social campaigns and increase engagement
Employee stories, highlighting the benefits available to workforce. This is a powerful way to attract toptalent
