B2B Brands Take Note: Stop Doing This in Your Social Strategy

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shutterstock_111248435 (1)For a lot of B2B brands, social media doesn’t come as naturally or as obviously as it does to B2C brands. But with social media tools for B2B brands specifically and a great strategy in place, even niche brands can find social success. Not sure where to begin? Here are 5 things you definitely shouldn’t do in your social media strategy.

 

  1. Don’t Randomly Schedule Posts. It may seem like a good idea to schedule posts at random; after all, you’re more likely to find that sweet posting time, right? Instead, look for trends specific to your target audience. Social media blogs like Mashable can help determine overall usage patterns and tools like Sprout Social or Zuum Social can help you determine times your specific audiences are online and engaging for specific platforms.

  1. Don’t Over Post. This may be obvious, but your followers want to see more than just your posts. According to a study from ExactTarget, 63% of consumers have “unliked” a company on Facebook due to excessive postings. Unless you’re segmenting your posts, try to stick to 1 or 2 posts per day.

  1. Don’t Post Inconsistently. While posting randomly is definitely bad, posting off and on is worse. Using a social editorial calendar can keep you on track with the various platforms you’re on. Another benefit of a social editorial calendar is that it will help you branch content out past company news and announcements — and help you really start contributing to the conversation. Offer interesting articles and news related to your products’ purpose when there isn’t any company news to share.

  1. Don’t Ignore Fans. A major mistake brands make on social media is believing that Facebook and Twitter are one-way channels: brands speak, consumers listen. That’s far from the case though, and more consumers are turning to social media to address customer service issues. B2C brands aren’t the only ones seeing this trend. Social media tools for B2B, such as Sprout Social or Hootesuite, are needed to handle fan responses. Installing the official Twitter App and the Facebook Pages Manager App are ideal for the community manager on-the-go. At the end of the day, the mantra to keep in mind is the more you interact with your fans, the more likely they’ll be to use your services or buy your products.

  1. Don’t Treat Social like a Newswire. You’ll find the most successful brands on social don’t just push out company news every day. They create a lifestyle and culture around their products. B2B brands will find this easy; they generally have a rich industry they can create and share content around. An easy way to find new content is to set up an RSS feed in Feedly or Flipbook with blogs related to your industry.

With these tips, you’re ready to get started on your social media journey. What platforms will you be activating on? And check out for part 2 next week!

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