Why B2B Companies Can’t Ignore Social Media

Once upon a time it was commonly believed that social media was a time-waster for B2B companies. Times have changed.

In December, Google and Bing confirmed in an interview with search engine land’s Danny Sullivan that Twitter and Facebook links indeed have an impact on how well a webpage ranks. In a nutshell, in addition to helping boost your presence and credibility, retweets and link-sharing on Facebook by the right people can help drive your organic search results.

Now ignoring social media simply will not do. Armed with the right information, tackling social media can feel a lot less daunting.

Dos and Don’ts to Maximize Your Social Media ROI

Once you have your Twitter and Facebook pages in place, here are our tips on how to get the biggest bang for your investment.

1. Do keep the lines of communication open.

  • The point of social media is engagement. If you want to spread news, you can’t accomplish that by disenabling comments from your Facebook wall or moderating overzealously. Responding in a timely, professional manner can turn that less-than-flattering comment into an opportunity to further build trust with your fan/follower base (unless it’s made by a troll).
  • Mashable has a handy guide: How to Deal With Negative Feedback in Social Media.

2. Don’t follow/like blindly.

  • Your ratio of followers/friends matters. You don’t have to follow everyone who follows you. The idea is to follow or like those who you are likely to engage with – clients, prospective clients, industry leaders, etc. Indeed, your SEO is impacted not only by your number of Twitter followers, but also by the quality and relevance of your followers.

3. Do focus on quality over quantity.

  • Build quality content and they will come. Ensure your bloggers write about what they know best (rather than having a single communications person write it all). Likewise, share content created by others based on quality.
  • And when you share content, whether your own or from a trusted source, don’t simply say, “Read this.” Pose a question or ask followers to share their own experience with you. Invite the engagement that social media is meant to encourage.

4. Don’t post too often.

  • You know that aunt who friended you on your personal Facebook account? The one who constantly posts updates on her Farmville progress? You don’t want your business to become that aunt. Inundating people is a sure way of getting unfollowed or unliked.
  • HubSpot’s Facebook page ebook recommends posting once every other day. Twitter is a different game and you have the flexibility to tweet more often. John Moore of The Lab suggests 1-5 times/day for newbies. Because you will be tweeting more often than you update your Facebook page, do not use an auto-updater that posts everything to both.

5. Do have a personality.

  • Social media gives you an opportunity to be creative. For instance, you can post on pop topics that may have some relevance to what your business does or your industry.
  • When Chrysler was embarrassed by a tweet that included the F-bomb, SALESWORKS posted a Facebook update posing the question, “Who is handling your social media?” Injecting some personality helps boost followers, who will be at the ready once you share more targeted information or articles with them.

– Software Delivered as Promised. No Surprises.

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Brandee Barker

Insight written by Brandee Barker

Communications Director at Rand Group

Marketing and communications professional with a background in working with enterprise level software publishers and their resellers. Extensive experience conceptualizing, developing and launching multi-touch marketing campaigns which include direct mail, email marketing, nurture marketing, and pay-per-click advertising. Marketing planning development, asset creation, product branding and brand platform creation, as well as press releases and press management and planning.

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