Lessons learned in B2B social media management

Time to read: 2 minutes

A beginners’ guide to managing B2B social media channels.

Finding out B2B does not stand for Bunny to Bunny

Most of us in this game know how to use the main social media platforms, along with measurement tools such as Sprout and Hootsuite.

If your target audience is the average Joe and you are doing social media for B2C, you can share something witty with a reasonably attractive photo of your favourite product to generate likes and build up your followers. Growing up in the social media generation, I have seen many of my PR and marketing counterparts adopt different practices. And, of course, some are better than others. Some are simply laughable.

B2B social media management is different

We all know those who send mass messages to their families and friends on Facebook, asking them to like and follow a particular company. Sure, it could work if your company sells milkshakes that appeal to everyone. However, in B2B, your friend’s aunt, who works at Asda, isn’t really going to help you spread the word about the merits of enterprise-wide trading systems. In B2B, you must know your audience and really understand their issues.

However, I’ve learned that you have to work that bit harder with social media management in B2B. You must demonstrate an understanding of your market and its needs and, most importantly – interact with your niche.

Your objectives in B2B social media must go beyond creating a buzz for your business, and you need to work towards creating a credible platform that attracts power brokers and influencers. It is also important to remember that social media is more than a communication platform; it is part of your marketing, PR, customer services, business development and sales. Therefore, managing it in a way that reaches the right people and shares appropriate insights is vital.

Clients have to find you relevant and interesting to follow and engage with. Here are some tips I’ve picked to ensure your social media comms don’t sound like a broken record but resonate with those who affect your business’s performance.

Clear messaging

Identify and clarify what you want to say about your company and how you want to say it. This can help promote the services or the products you provide and your company’s values and mission.

A targeted audience

Know your industry’s leaders, current and potential clients, and anybody in your industry who is relevant to you, and ensure you connect with them.

Relevant talking points

Identify issues, trends and regulations that impact your audience’s business and share relevant news.

Platform consistency

Ensure your platforms are up-to-date and consistent.

Listen as well as talk

They say the best way to lead is to listen more and talk less, so tune into what your followers discuss and participate when relevant.

Subsequently, you need to put some performance measurements in place. Regularly track your progress and re-evaluate. By following the steps above, you are on the road to growing your B2B social media platforms organically and sustainably and ensuring ROI.