Twitter: What B2B should learn from B2C on Twitter.

Twitter for B2B: Flexible strategy, adequate social media tone and simple human interaction.

by @antonio

A top brand doing business on Twitter needs to define a clear yet flexible social media strategy and a set of engagement policies for social media interactions. I want to emphasize the flexibility that this strategy needs to have in order to be successful. Your company runs the risk of fading into the silent background if the social media strategy lacks flexibility and creativity but a strategy and policy is definitely a must for a successful and meaningful engagement with your company’s clients.

A much needed compliment to a flexible strategy is the social media tone that you set for your online social interactions. We know from search marketing that people are looking for and willing to engage  with your brand online. Most importantly they are willing to interact. Social media provides that bridge into your client’s needs and wants.

Many times B2C adopts new communication channels faster than B2B. Twitter is a channel where you have low barriers to entry but once your brand is in there then you need to build up a reputation based on your interactions. Of course, the weight your brand brings in is important but more important than that is your brand’s behavior within the Twitter channel.

So what can B2B learn from B2C?

  1. Be upfront and clear about the reason why you are on Twitter
  2. Be human not corporate
  3. Give credit where credit is due
  4. Respond to relevant questions from your audience quickly, honestly and openly
  5. Seek other relevant twitter users, interact with them and provide them with value
  6. Keep your legal department happy. Luckily many legal departments at some of the companies I have talked to are quite open to let social media bloom.

To close this post I wanted to leave you with a quote from Maeda:

Social media works because we want to be human again.

If you want to sync up with me please follow me on twitter @antonio and give me a shout.

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