The Right Tools for Industrial Social Media

Industrial and B2B companies face a unique set of challenges when entering the social media world.  Their audiences aren’t always easily reachable through social media channels like Twitter or Facebook.

That doesn’t mean industrial companies can’t benefit from social media channels.  The trick is just finding the right tools for the job.

Maybe we need to think about tools in a different light. Rather than thinking of what social media tools you can use to market your website, let’s think about this: what tools do you have (or could you create) that would help your customers and make their lives easier?

In the industrial world, services and products can be complicated and trustworthy technical information is often hard to find. Many people are involved in the purchasing process, each of them needing different information to do their job. Why not make your industrial website a resource for this kind of information?

Do your customers need: price or feature comparison charts, technical specifications, industry or regulated standards, how-to videos, informational articles, or technical definitions? Do they need help choosing from similar products or configuring part numbers?

Once your tools are built – then use social media channels to promote them.

• Post them as resources on Wikipedia
• Blog about them or add them as comments on other blogs (if they are on-topic and helpful, of course)
• Send them out to LinkedIn groups that would find them useful
• Distribute them to online article sites
• Create and send a press release announcing them
• Create a YouTube channel and upload your videos

Not only will tools benefit your customers, but they can also help you to increase your site content and the number of back-links to your website, which the search engines love.

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