Advertising Week Hot Topic: The Impact of Social Media


Dianna Albanese, SourceMedia

October 9

Many industry leaders kicked off the month of October with a visit to Advertising Week New York, where all walks of life gathered to discuss hot topics and controversies in advertising, marketing, technology and more. One of the more popular subjects was social media.

It’s no secret that social media has impacted the way organizations do business: branding, advertising and marketing, communication and customer service have drastically changed due to its continuously rising popularity worldwide. But how has social media specifically affected business-to-business brands, and what can these brands do to successfully implement social media?

B2B brands are frequently trying to find new ways to connect with potential clients, being that B2B purchases typically include long-term business deals and relationships. How should they be connecting with these clients?

Social media has transformed marketing strategies in all industries. Many B2B marketers and advertisers are trying to capitalize on social media with both organic and paid media tactics in order to reach their target audiences. An April 2018 study from eMarketer shows that 30% of the surveyed US B2B marketers use social media posts or ads (Facebook, LinkedIn, Twitter, etc.) as a tactic for cross-selling or upselling.

With B2B marketers buying into social media, and B2B buyers active on those platforms, brands need to get creative and make the most of their investment. Smart Insights suggests the following to get the strategy right:

1. Use social media to educate. Join the conversation; be active on social media to become a thought leader in your industry and discuss key topics with your audiences. Show that your business knows what it’s talking about when it comes to the products you’re selling!

2. Use social media to improve your B2B marketing. Traditional marketing tactics work, but it’s 2018: you need to build relationships with your audience to provide a sustainable customer experience. Social media is the easiest way to connect with users. A company can answer customer service-related questions, share product information and participate in conversations. Relationships build trust, which makes your brand more than just a logo to the consumer.

3. Use social media for B2B and B2C balance (regarding social platform). When you think of social media platforms a B2B should be on, you think LinkedIn. However, this doesn’t mean B2Bs should avoid other platforms like Facebook, Twitter and Instagram. This opens the door for companies to create content that is less formal and sales-driven; instead, they can be more relatable, communicative and fun.

The digital transformation is making digital tools like social media more of a priority for B2B brands. If brands in your industry aren’t actively pursuing social media, be the first to break through the invisible barrier to reach clients, both existing and new.


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