B2B basics: Sorting out social platforms
We live in a world where everyone has a social media account – from influencers to companies and even famous pets (looking at you, Grumpy Cat). These digital networks, open the door for companies to interact with key audiences more frequently and in more ways than ever.
But how can brands take advantage of these opportunities?
Everything from overall strategy to individual tactics must be optimized – and there’s no matter too small. From guidance on where to put hashtags to drafting organic content for certain social platforms, see below for five baseline writing rules to guide your social efforts.
Align social strategy and brand objectives
Whether a large company or small start up, your social media presence should be consistent with who you are. Align social activities with brand objectives for a consistent, united front that supports your company’s key messages.
Think substance on LinkedIn
Think of LinkedIn as the King of the B2B social media jungle. No longer just a platform for students hunting down first jobs, users of all ages are curating a professional presence on LinkedIn, interacting with colleagues and even brands! Speaking of which, build your company’s following by plugging into industry interests and encouraging engagement with thought leadership content and company updates.
LinkedIn fast tips: Complete sentences and substance are encouraged on this platform. While Twitter may be a more welcoming place for internet “sugar” like memes and emojis, think of LinkedIn as a place for quality, informed discussion. Be sure to pose questions to your audience and don’t forget to size your timeline images according to the most up-to-date social image guidelines.
Tweet, tweet, hooray!
A hub for news and opinion, Twitter is where users look to absorb and interact with large amounts of information quickly and in bite-sized snippets (tweets!). We suggest keeping tweets concise and easy to digest while maintaining a conversational tone. Encourage engagement with questions, requests for retweets or other calls-to-action. Think of this as the internet “sugar” – complete with emojis, memes and quippy copy.
Twitter fast tips: Speak directly to your target audience and frontload the most important content. Use hashtags that don’t compromise readability, use a link shortener like Bit.ly and don’t forget to include pictures because images boost retweets by 35%.
Facebook like you mean it
Facebook boasts the most amount of users, to the tune of over two million, among the social networks. It’s a favorite platform of social marketers; however, don’t expect corporate ad-speak to work here. The Facebook algorithm prioritizes content based on relevance and trust, so be sure to post accordingly.
Facebook fast tips: Strike a balance between industry content and “feel-good” updates. Be conversational and ask questions to drive engagement and conversation in the comments.
Wow ‘em with Instagram visuals
Instagram is more of a B2B dark horse. While it has a consumer-focused reputation, B2B brands score a high average engagement ratio here – 22.53%, according to Track Maven. This is the platform for dazzling audiences with high-quality visuals that give insight into your brand, culture and products to build a loyal following.
Instagram fast tips: Don’t compromise readability, but tastefully use hashtags to tap into target audiences and build trust by responding to comments, mentions and likes. Drive traffic back to your website with bio links.
Parting words of wisdom
No matter the platform, put strategy first. Don’t post before developing one and definitely continue to evolve it over time – after all, social media is NOT stagnant. Gut check content to make sure it’s relevant to your audience and keep things fresh.
Want to talk more about optimizing your social presence? Drop us a line here.