Every company uses social media.

As a default, companies have a Facebook, Twitter and LinkedIn account because, after all, everyone else has them.

social mediaBut does social media make sense for B2B technology companies? Can social media be used to attract, engage and nurture customers, or is social media a better vehicle for B2C companies?

Many of my B2B clients have social media accounts but most of them don’t leverage them effectively.

Far too often, their social media accounts collect dust. This happens for a couple of reasons: 1. They don’t see the value of social media as a business development and customer retention tool, and 2. They have other marketing and sales priorities so they’re not able to focus on social media.

As a result, social media isn’t doing anything to move their businesses forward.

Are they making a mistake?

When I posted a video on LinkedIn earlier this week about whether B2B technology companies should use social media, there was a flurry of comments and some great insight.

One of the keys points is that social media is an effective platform IF a company takes the right strategic approach.

To do social media well, a company needs to be engaged and focused on delivering value, insight, and quality content. As well, social media needs to be an integral part of the marketing mix.

What do you think? Can social media work for B2B technology companies? If so, I’d be interested in best practices. Leave a comment below or leave a comment on the LinkedIn post.


I work with B2B technology companies looking to generate more high-quality leads. Through strategic planning and tactical services, I help clients drive brand awareness and customer engagement.

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