Social media is not just for B2C brands anymore. Many B2B companies are now jumping into the social media pool head first. Businesses are making a big splash on more than just LinkedIn, Twitter, Facebook, and Instagram. They’re also taking over other largely known social media platforms like SnapChat and Pinterest.
A majority of companies are publishing more than just the required stream of news and information. They are beginning to keep up with their counterparts on the B2C side and going above and beyond to express opinions and reveal their personalities behind the brands.
Did you know B2B marketers use, on average, 6 different social networking platforms? The most popular are LinkedIn and 91%, Twitter at 85%, Facebook at 81% and Youtube at 73%.
With a large number of brands and businesses competing for their audience’s attention, the quality of what you share on social media is as important as the quantity. Plenty of companies stand-out amongst the rest in social media innovation so we’ve picked 5 examples of B2B brands that are killing it on social media.
If you haven’t checked out Novartis’s Instagram and Facebook, you should. This global healthcare company provides solutions for the evolving needs of patients worldwide. They have an international advantage and use it wisely when it comes to reach and engagement. For a giant pharmaceutical company, their social media accounts are clever. Some of the content you can find includes scientists sharing views and patients discussing their conditions and tons of interesting facts. If you are looking to scroll through something more diverse and unique check out Novartis.
Case in point: This recent Facebook post from Novartis shows Dan Reynolds, lead singer of Imagine Dragons and ankylosing spondylitis patient, talking about life with AS in a Facebook Live video.
If you aren’t sure what Microsoft is, you’ve been living under a rock. To lightly put it, it’s an extremely successful computer software company, but besides that, they are slaying it on all social media platforms. Microsoft has a multitude of Twitter accounts and each has a specific theme. They make sure that every aspect of their brand is covered between all their Twitter accounts. This strategy allows customers to easily target what they need to find out and get a quicker response than a company who just has one account to cover all elements of their brand. Microsoft shares a lot of content from their other accounts or from similar companies and people who have the same values. This allows them to reach a broader audience as well as showcase their interest.
Check out this example of how Microsoft’s main Twitter page retweeted Microsoft in Health, one of their many sub-accounts, announcing Microsoft’s new healthcare initiatives.
— Microsoft in Health (@Health_IT) February 16, 2017
GE provides capital, expertise, and infrastructure to companies by providing billions in financing to businesses. Living up to its “imagination at work” slogan, GE’s social media content is not only dedicated to scientific-technological innovation, but it’s social media channels engage the community. GE’s Facebook page has over 1.8 million likes and states its mission as, “We love science, technology, innovation, and hearing from you! So, say hello.”
Take a look at this example of how GE is cultivating a culture that fits their employees’ values and needs.
Salesforce on Facebook
Salesforce focuses on promoting the virtues of their employees. Being proud about those who work for you shows you care about their well-being and happiness. Demonstrating pride in your staff not only makes them feel good but assures anyone who’s thinking about doing business with you, that you stand behind your team. Promoting their corporate culture has gotten them more business and great employees.
Salesforce recently announced they are Fortune’s #1 Workplace for Giving Back. Check out the article here:
IBM is known for global technology and innovation. Of course, being the largest computer company in the world has its perks in the social media world. IBM knows its way around the best practices to use in social media and they are not afraid to push the edges of creativity either. They are constantly coming up with new advanced methods to pave a path for other businesses to follow.
This video posted on IBM’s Facebook page shows a 13-year-old developer who built a pizza delivery bot with IBM Watson. How engaging is that?
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