I have no idea how that urban legend started, but it could not be further from the truth. If leveraged properly, social media can be relevant for B2B companies and even enterprise companies.
Here are five reasons why:
Every CIO goes home at night and turns into a consumer.
This is such a crucial point that so many people don't understand. Too many companies and marketing professionals think that using sophisticated lingo will make them look smart when, in reality, the opposite is true.
It's true that enterprise companies shouldn't have the same messaging as consumer companies, but at the end of the day, no matter how technical the CTO that you're targeting is, when they go home at night, they are consumers like the rest of us.
Leveraging social platforms to get your simple message across, even if you think your customers aren't on Twitter, is important because the numbers don't lie and chances are, that as a consumer, that CIO does have a Twitter account.
When people Google your company and you have no web presence, it's a red flag.
It doesn't matter if you are pitching an investor, a journalist, a potential partner, or anyone else, like it or not, at some point, they're going to Google you.
When they do, and they see that you are basically invisible on the internet, they ask themselves why that is. Not having any social media is comparable to not having a website or any press releases about your company on the internet
Building a presence on social media, even if it's a small one, can give people a glimpse into your mentality as a professional. Not being on social media is a bad look.
Talent cares about company culture and Instagram is perfect for displaying that.
This is such an important point. I don't care if you're selling an app, a car, or an enterprise server for $100,000, you need to hire talent and there's never enough.
If once upon a time, engineers looked at salaries when getting a job offer, today they look at company culture.
How do you show that engineer what it's like to work at your company? The answer is social platforms that are more focused on visuals.
You can use Instagram, for example, to show what the office looks like, how much fun company events are, or you can highlight employees, which will demonstrate your company culture and attract talent.
Every CEO should have a way to talk directly to her customers.
Gone are the days when CEOs sit on their throne and don't communicate with customers. That is completely unacceptable in the internet era. And as a CEO, why depend on a middle man to talk to customers when you can do it directly on Twitter or LinkedIn? That will only increase customer loyalty. People like to be seen and heard.
Today, CEOs are a company's greatest potential marketing asset.
Like it or not, investors, journalists, and industry leaders are on social media.
Even if you don't think your customers are on social media, even if all the above points don't resonate with you, here's a scoop for you.
Chances are, the journalist who will cover your company news, the investor you will pitch for your next financing round, or the industry influencers you want to connect with, they are on social media and if you're not, you block off access to them.
It's true that certain social platforms are more relevant to certain sectors but to say that because you're not targeting consumers, you don't need to be on social media is a mistake and one that'll cost you down the road.