Social media is a big part of many businesses marketing strategy, and it can be really effective if used well. But if it isn’t, it can be a huge drain on time and resources with minimal return.

In the latest It’s a B2B comms thing LinkedIn Live with fellow B2B comms professionals Ayo Abbas and Emma Drake, we discussed using social media for B2B business, what’s hot, what’s not and how to use it effectively.
Here are some edited highlights, and you’ll find a link to the full discussion, which includes audience questions at the bottom of the post.
Why are you and your business on social media?
Emma: I see lots of businesses chasing social media accounts with no real idea of what they’ll share or are trying to achieve. I use LinkedIn, Facebook, and Twitter.
I use LinkedIn for finding interesting people and engaging with them, connecting after or before meetings and events, and keeping in touch – it is really good for that.
Twitter I use pretty much solely for [promoting] podcast content, and I’m a bit more cheeky on there. I think we all feel we have to be a bit better behaved on LinkedIn for some reason.
But it’s completely different people engaging on there, and it’s good for generating traffic to my podcast.
I do have a Facebook page for the podcast, and their analytics are really good for directly targeting people.
Me: I only use LinkedIn for business. I have a work Twitter account as a hangover of my days as a journalist, but I don’t really use it.
I’ve fallen out of love with Twitter over the last few years. And if I’m going to be on there, I need to invest a lot of time, and I’ve just not got the time or energy.
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