How to Get Your B2B Company Using Social Media

The connection between businesses and social media is growing noticeably stronger every day.  Twitter, Facebook, LinkedIn, and various blogging sites are hosting accounts for big, and small, businesses reaching out to their customers, both of the present and potential.

Although business-to-consumer companies find it easy to take on the social media marketing and PR world, many business-to-business (B2B) companies are finding it hard, or unnecessary, to move forward into this unfamiliar world.

As an aspiring journalist and self-proclaimed social media addict, I understand the importance of using social media. I’m still surprised by how slowly many organizations are moving towards leveraging social media, particularly B2B companies.

In a meeting between PR Newswire and Standard Register, a large B2B printing company, I realized that Standard Register faces a problem that many other B2Bs may be facing right now. In an effort to help lagging B2B companies adapt, I’ve put together the following steps:


A very important part of getting into the groove of social networking is starting small.  Trying to handle too many accounts can be overwhelming, especially for an established company, and potentially fatal to a company’s digital side.  Instead, choose just one site, like Twitter or a blog, and update consistently and often.  Tweet and post about the company’s current events or links to other blog posts that could be of interest to potential customers or just to the Tweeter himself.

Step 2: GET THE WORD OUT (Build Your Social Network)

Letting customers and other friendly businesses know about a new social network is crucial to a successful foundation.  In meetings, conference calls, and even in emails, leave the guest with a link to the account.  Make sure the customer knows the network is a new, great way to keep up with current events and get other customer reviews.  Once the site is established with close customers, the word will travel quickly through the business family.  A company can see this growth through the number of followers or friends and through blog views.


With established networks, it’s incredibly easy to expand into other networks. So add a Twitter account to the blog, or vice versa, where one can be linked to the other.  Thankfully, most social networking sites are connecting with each other and providing links to make tweets or status updates with just a click, making the transition even more seamless.

The last step in this process is social media success. A B2B company, or any company for that matter, can make that jump into the media world, which opens up a plethora of new opportunities, customers, and experiences; of course all to be happily accepted with open arms by any sane companies.

Editor’s Note: Claire Higgins is a participant in Journalistics’ first guest blogging summer internship program. She was one of several students to capitalize on the opportunity first announced in “Do You Need an Internship to Get a Job.”

About Claire Higgins

Claire Higgins is a new comer in the journalism world, as she is getting ready to start her second year at Northern Kentucky University in the fall.  She’s working towards a degree in journalism with a minor in communications.  This summer she is enjoying new writing opportunities and taking steps to enter the industry while not exactly enjoying her job as a pharmacy technician.  In the future, she hopes to write and edit for magazines, newspapers—digital and print—and also travel the world.


  1. Great flowing article and easy to follow. I enjoyed thoroughly reading this, its fresh and succinct
    in what you are trying to express. I look forward in following your career! Good luck 🙂

  2. Well put. It’s easy to get overwhelmed by the challenge of maintaining too many social networks, and for the quality of all of them to suffer as a result. Good advice.

  3. Good advice, but you left out the biggest piece. What’s the strategy, why is the b2b company doinging social media? How will it contribute to the business objectives of your organization?

    If you jump into tactics without answering those questions, failure is sure to follow.

Leave a Reply

Your email address will not be published.