Social Media Branding: Companies Doing Twitter Right
B2B (business-to-business) Twitter usage is on the rise, and if you’re considering making the leap in social media, you may be wondering if it will really work.
Fortunately, there are numerous examples of companies that are benefitting and growing from Twitter in a B2B capacity.
From making their brand a strong presence in the Twitter feed of their followers to fully engaging in the multiple ways to use Twitter, these companies are just a few good examples to follow (both on twitter, literally, and as a good social media marketing template) :
IBM events (@ibmevents): IBM events is one of several Twitter accounts that IBM uses as part of its social media strategy. Their ability to post not only announcements of new events, but to also “live tweet” from the floor of the event (allowing followers to remotely participate in the event) make this account a good use of much that Twitter has to offer. This large-brand is a good example of how segmenting your twitter accounts, each with its own relevant and targeted content, can be quite effective.
Dell Health (@dellhealth): This tech division of Dell exclusively markets to healthcare providers and hospitals for secure patient records and other data management needs. To reflect the seriousness of this business, Dell Health uses its Twitter account to spread important industry information and insight, positioning the brand as a trusted leader in the market.
United Linen (@UnitedLinen): Winner of the B2B Twitterer of the Year Award, the account for United Linen goes way beyond simply tweeting about linen and facility services. Marketing Director Scott Townsend is an active Twitter participant. He frequently retweets, uses picture links to show where he’s traveling, thanks people for retweeting him and meets frequently with contacts offline (and tweets about it). His prolific use of the medium shows that there are multiple effective ways to interact with an audience. In addition, the company’s user name is its actual company name, which is always great for branding.
These are just a few examples of companies and brands engaged, B2B, on twitter. No matter the size of your business or how well known your brand is right now, Twitter can and does work when used in a consistent, helpful, relevant and targeted manner.
