B2B Social Media strategies
Posted: Sun Jan 05, 2025 8:40 am
1. IBM: the pioneer
It's hard to imagine that a brand like IBM could be interesting enough to communicate on social networks.
The world of software and IT services is not exactly the stuff of dreams, and yet the multinational has been doing well for many years.
In 2009, the @IBM_France account was created on Twitter.
In 2010, 200,000 IBM employees communicated on Linkedin and several thousand had a Twitter account.
The same year, the IBM Client Centers account (@IBMCCtr) was born on the microblogging site.
Between 2010 and 2012, several other accounts were launched on Twitter, divided by service or country.
Through its instant format, the social platform allows IBM to disseminate its news and useful advice to its users.
twitter example in B2B by IBM
(this is just a small sample of existing IBM Twitter accounts)
But the social network where IBM excels is Instagram .
The company presents its services in a different light.
It highlights its teams and its corporate culture, to immerse its users.
The IBM Instagram account broadcasts behind the scenes in a humanized, friendly and warm way.
The goal: to establish a connection with your customers and prospects.
example of communicating on Instagram in B2B
IBM stirs nostalgia by publishing archive photos. The brand thus shows that indonesia email list it evolves with technology, without forgetting to recall that it has participated in major events:
communicate on instagram example B2B
On Facebook, IBM is more educational.
On its various pages, the multinational discusses the objectives of its target.
It discusses cybersecurity, application development, storage issues, etc., without forgetting to present its new services or tools in a visual manner.
7 steps to a successful social media strategy
2. Airbus: a photographic power
Airbus has its own photographers and videographers.
For this purpose, their social media manager has a wealth of high-quality visual content to manage Airbus' image on social networks.
The aeronautics company thus benefits from a strong presence on Instagram.
Users of this platform are looking for beauty, inspiration, dreams… and Airbus can offer them this type of content.
example of social media communication in B2B
But beyond sharing beautiful photos, these visuals highlight Airbus' services.
The brand places itself in excellence, the high end and values its know-how.
In addition to sharing images of its current aircraft, Airbus does not hesitate to show its vision of the future and to reveal potential new features...
example of Instagram communication in B2B
If Instagram makes travelers or aeronautics enthusiasts dream, the Airbus Linkedin page is dedicated to recruitment and prospects.
Communication is becoming more institutional, the group is highlighting its training programs:
airbus on linkedin B2B example
Without forgetting to share its awards, proof of its innovative capabilities:
example of airbus social media strategy
3. Slack: advice for your audience
Want to better organize your work? Adopt the collaborative tool Slack.
Aware of its involvement in business productivity, Slack's Facebook page is aimed at workers who want to improve their daily lives.
How to work better? Respect deadlines? Organize yourself with your colleagues?
By publishing its advice on a non-B2B platform, Slack attracts motivated workers looking for solutions to improve their work.
She has established herself as an expert in optimizing internal corporate communications:
It's hard to imagine that a brand like IBM could be interesting enough to communicate on social networks.
The world of software and IT services is not exactly the stuff of dreams, and yet the multinational has been doing well for many years.
In 2009, the @IBM_France account was created on Twitter.
In 2010, 200,000 IBM employees communicated on Linkedin and several thousand had a Twitter account.
The same year, the IBM Client Centers account (@IBMCCtr) was born on the microblogging site.
Between 2010 and 2012, several other accounts were launched on Twitter, divided by service or country.
Through its instant format, the social platform allows IBM to disseminate its news and useful advice to its users.
twitter example in B2B by IBM
(this is just a small sample of existing IBM Twitter accounts)
But the social network where IBM excels is Instagram .
The company presents its services in a different light.
It highlights its teams and its corporate culture, to immerse its users.
The IBM Instagram account broadcasts behind the scenes in a humanized, friendly and warm way.
The goal: to establish a connection with your customers and prospects.
example of communicating on Instagram in B2B
IBM stirs nostalgia by publishing archive photos. The brand thus shows that indonesia email list it evolves with technology, without forgetting to recall that it has participated in major events:
communicate on instagram example B2B
On Facebook, IBM is more educational.
On its various pages, the multinational discusses the objectives of its target.
It discusses cybersecurity, application development, storage issues, etc., without forgetting to present its new services or tools in a visual manner.
7 steps to a successful social media strategy
2. Airbus: a photographic power
Airbus has its own photographers and videographers.
For this purpose, their social media manager has a wealth of high-quality visual content to manage Airbus' image on social networks.
The aeronautics company thus benefits from a strong presence on Instagram.
Users of this platform are looking for beauty, inspiration, dreams… and Airbus can offer them this type of content.
example of social media communication in B2B
But beyond sharing beautiful photos, these visuals highlight Airbus' services.
The brand places itself in excellence, the high end and values its know-how.
In addition to sharing images of its current aircraft, Airbus does not hesitate to show its vision of the future and to reveal potential new features...
example of Instagram communication in B2B
If Instagram makes travelers or aeronautics enthusiasts dream, the Airbus Linkedin page is dedicated to recruitment and prospects.
Communication is becoming more institutional, the group is highlighting its training programs:
airbus on linkedin B2B example
Without forgetting to share its awards, proof of its innovative capabilities:
example of airbus social media strategy
3. Slack: advice for your audience
Want to better organize your work? Adopt the collaborative tool Slack.
Aware of its involvement in business productivity, Slack's Facebook page is aimed at workers who want to improve their daily lives.
How to work better? Respect deadlines? Organize yourself with your colleagues?
By publishing its advice on a non-B2B platform, Slack attracts motivated workers looking for solutions to improve their work.
She has established herself as an expert in optimizing internal corporate communications: