Social media didn’t start out as a corporate exercise, and is still most effective when approached from a peer-to-peer perspective. Yet the overbearing, corporation-to-peer narrative is still all too common.
Content aside, companies also tend to measure the wrong things – like the number of followers.
A successful social campaign in b2b tech marketing is one that generates meaningful engagement and high-quality leads, not a massive following.
It’s a flawed metric in today’s landscape because of the way social platforms’ algorithms work: money drives volume. It’s a case of approaching a pay-to-play environment with an earned media mentality.
Don’t get us wrong: substance is essential. But as long as social media companies’ valuations are tied to their ability to sell access to users via advertisements, ‘organic social’ briefs will be unrealistic.
For clients that understand that modern social media marketing is the intersection of great stories and great performance campaigns, we’re going to have an enjoyable and productive journey together.
We help shape social influence through compelling, and most importantly, human, narratives built on a solid paid campaign strategy.
In many markets, b2b tech companies recognize LinkedIn as a particularly valuable platform. But we don’t believe in posting content and calling it a day. For example, we have found mini posts of less than 200 words to be a highly effective way of supporting bigger thought-leadership campaigns.
We also believe that influence on social media evolves and deepens through direct engagement. Thought leadership can happen in the comment box as much as in a piece of long-form content. With this in mind, we identify the right connections to help clients expand their network meaningfully – not just to rack up the numbers.
Visual storytelling is another key aspect of our approach to social media. It helps carry the experience on mobile devices and can be the best way to express a concept in a space with extremely limited attention spans. Too often, especially in a b2b context, visuals become a decorative afterthought. We think of them as an effective way to tell or augment a story.
The pace of social media is undeniably fast. But getting it right isn’t about speed or volume. Ultimately, it’s a game of strategy, quality, and smart investment in performance.