Essential social media advice for B2B companies

Sometimes it seems business-to-consumer companies get all the attention. Not this time. Here’s one for the business-to-business communicators.

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My work now deals mainly with B2C clients, but I’ve had plenty of experience working with B2B companies, and I’ve seen their challenges in trying to be consistent and relevant in the social space.

Here are four things the B2B world can learn from B2C social media best practices:

1. Devise a clear strategy before you dive in (and update yours if you’re already in the water).

It’s not enough for a business to just “be there” when it comes to social media, and that applies to consumer brands and B2B companies. There have to be good reasons for you to engage in the media you’re using.

Ask yourself these questions, and perhaps even poll your customers or members to get clear answers:

2. Don’t sound so corporate.

It’s easy to tell social media managers to develop a distinctive voice in social media, but it’s tough to make it happen—especially when you’re writing for B2B. Inherently, these companies are less likely to have an overarching voice to rely on.

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