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What’s the best way B2B companies can take advantage of social media?

Carrie Scott's Profile


Topic Expert
Wayne Spivak
Title: President & CFO
LinkedIn Profile
(President & CFO, |

Using a planned approach, with limited access to the "corporate" social media outlets (best is using a PR professional), use a company blog which posts to both Twitter and LinkedIn.

Separately post additional items of interest on Twitter & LinkedIn.

Make sure you research the hash tags....

David Rader
Title: Director
Company: Grant Thornton LLP
(Director, Grant Thornton LLP) |

A community already exists and is discussing your company. When we enter a crowded room full of existing conversations, we begin by listening and look for opportunities to join the existing flow.

Use social media to listen. Go to blogs and forums to see what is being said about your company, product, employees, policies and the same topics for your competitors and key customers and suppliers.

Listen for a while and develop a sense of the topics and emotional content related to your market. With an understanding of how the existing community is working, then look for a way to contribute.

Contributions build trust and influence.

Len Green
Title: Performance Improvement Consultant and E..
Company: Haygarth Consulting LLC
LinkedIn Profile
(Performance Improvement Consultant and ERP Strategist, Haygarth Consulting LLC) |

Adding to the comments above, I think a big factor is helping your leadership understand that no one who represents the company can control the content of a blog/FB page in the same way that a corporate website can be controlled. So, be prepared for the unfiltered and count to 10 (or may 1000) before you respond:)

Topic Expert
Malak Kazan
Title: VP, Special Projects
Company: ERI Economic Research Institute
(VP, Special Projects, ERI Economic Research Institute) |

Concur and add another way to take advantage of social media is to set up "user group" to promote product utilization, new updates, and even damage control if product goes out with a bug. This would need to be in concert with holistic marketing / PR strategy. The Facebook solution for B2B is very similar to a Linkedin group so there might be some redundancy there. Keep content current and relevant.


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