Should B2B Companies Use Social Media?

Social media is a useful communication method for many B2B companies. While it may seem like posting a picture or sending a tweet every now and then is enough, using social media to the advantage of your company requires proper planning and a well-thought-out strategy.

In this blog, we share topics that should be discussed with your marketing team before creating a social media account.

Make Time for Social Media

When deciding to create a social media account, it is important to identify if your team has the bandwidth and resources to regularly monitor the account and create content. We recommend asking these questions to your team to ensure a successful start to your social strategy:

  • How many platforms are we creating content for?
  • Who will be responsible for managing and creating new content?
  • Do we have resources available to design and create custom images?
  • How often will content be added to the channel?

Depending on the answers to these questions, your team can determine if creating a social media channel is manageable.

Where Is Your Ideal Audience?

Out of the many social platforms, where will you be able to reach your target audience? According to research, the most popular social media platform between the ages of 30-64 is Facebook, while Instagram and YouTube are the most popular platform for the ages of 18-29 (Source). Creating content for your audience will be drastically different if your audience is on Facebook and not on Instagram or on YouTube but not Facebook.

Knowing what social platforms your audience uses should influence the creation of your B2B company’s social account and help you decide where to spend your time creating content.

Create a Voice for Your B2B Brand

Will your B2B brand voice be casual and relatable? Sophisticated and educational? As your company decides how to best represent your brand on social media, it is important to keep in mind the process of fine-tuning your B2B brand voice.

The most successful brands on social media capture the audience’s attention by having a consistent tone and voice. One way to achieve consistency is to have one individual posting content who understands B2B brand messaging, or to create a reference document with guidelines and examples of what to do and what to avoid.

How Social Media Benefits B2B Brands

Creating content and monitoring social media channels has many benefits for your company. One of the greatest benefits is the ability to engage directly with potential clients, existing clients, and partners. By posting or sharing videos, blogs, or graphics, a direct line of communication is created between your company and anyone who views and engages with the post.