December 10th, 2012
Author: Jennifer Rideout
B2B Social Media: The Fallacy of Twitter Followers
twitter followers

When it comes to Twitter followers, it’s quality – not quantity – that counts

Ask any communications professional with experience in B2B social media and he or she will tell you the same thing: it’s challenging.  That’s because B2B just isn’t the same as business-to-consumer (B2C). While B2C practitioners work on Facebook campaigns for new cars, B2B practitioners are thinking about how to generate the most creative and exciting campaign for a construction-grade tire. There’s just no comparison.

That’s not to say that with a little imagination and talent you can’t make a good B2B social media campaign stick, it’s just more difficult because a B2B campaign is typically targeted to a more niche audience. This means we face the dual challenge of making a social media campaign memorable to an audience with more specific needs and interests. Read More