B2B Social Media Strategy Brilliance
Would you rather look at pictures of delicious cupcakes, or power cords? It’s an unfortunate reality that some brands have a built-in disadvantage when it comes to producing engaging social media content. No matter how artfully you’ve presented a picture of your brand’s car parts, it lacks the mass appeal of food, or fashion. However, that doesn’t mean that you can’t develop an engaged following, or serious social media promoters. It just means you need to work a little harder to achieve the attention you deserve. To inspire your pinning, posting, and Tweets, we’ve curated a list of “boring” brands you can’t help but love:
Who wants to like a power company on Facebook? Actually, nearly 1 million consumers. GE has received serious accolades for their social media strategy, but as far as we’re concerned, they deserve every bit of the attention and more. Their content revolves around showcasing the mind-blowing aspects of their brand, without delving too deeply into the technical aspects.
Their posts revolve around a whole bunch of fun, like the image search above, engaging questions, and really-eye catching facts about the brand, like the fact that a recent mobile power plant featured on their Facebook page weighs 2,300 tons.
If you’re wondering what a “measurement company” is, let me warn you that figuring out exactly what Agilent does is really a rabbit hole that goes deeper and deeper. They make really sophisticated tools, like Oscilloscopes and Chromatographs, and they use their social media presence to explain how their tools work in really cool ways:
The chances that I’ll need to purchase an Atomic force microscope at any point during my career as a content marketer are quite low, but thanks to their social media brilliance, I now know the ways their technologies affect my life.
Cisco, the networking system giant who focuses its services on how people “connect, communicate and collaborate” might not sound like the most interesting company in the world to consumers; after all, who’s overwhelmingly interested in wireless solutions for small businesses or graphs that show the various impacts of complex technologies? Cisco, however, has found a way to engage people in their services by posting easy-to-read stats, colorful images and articles that their followers and customer base will find useful. A glance at their Facebook page reveals a savvy for drawing people in with graphics and relatable information, as well as establishing
This brokerage firm doesn’t have an initially exciting persona; the word “brokerage” incites visions of dry, uninteresting discourse and convoluted reports on things that the average person knows and cares nothing about. But Aon’s social media presence shows a real sensitivity to the benefits of personal branding; they have plenty of pictures of their team, involved in various projects and charitable events, and spending time out and about in the community. They connect to their followers by showcasing the people who are involved with bringing their services to the world, a relatable and personable way of connecting with their potential clients.
Specializing in “hardware and software” doesn’t create visions of exciting social media opportunities; however, Oracle has managed to forge an identity on their social media platforms that gets their customer base involved in their projects and makes their services seem personal and engaging. From posting plenty of pictures of their team to sharing information on the various conventions they’ve attended to any developments in their field, they know how to integrate their company into their customers’ lives.
Electrical engineering doesn’t sound like the richest of social media opportunities for a company, but Siemens makes the most of their company’s products and services by showing pictures and posting articles that showcase the benefits they offer. Siemens allows their Facebook fans to see the influence that their products have on the world, in the healthcare field and in the overall quality of life for people around the world.
This Illinois-based specialty nail manufacturer has been family-owned and in business since 1848. Let that fact sink in a bit - as their Facebook page reports, Abe Lincoln had just been elected to congress. Much of their content is focused on playing up the historical aspect of their brand, like in the post above which highlights a historic structure held together by their nails.
What do you think are the best types of content for a B2B social media strategy?