Social media in B2B works differently than in consumer sales. The purchasing cycle is long, several people decide at once, and no one signs a contract because of a post. The role of content is therefore not to sell, but to be present and credible at the time the need arises. What works is expert content that solves a specific problem, results and case studies with figures, behind-the-scenes looks at the work, and the opinions of specific people. What does not work is repeated self-praise, content without information, and communication solely from the company page. Personal profiles of salespeople and experts play the decisive role, as they have higher reach and trust. Base your measurement on qualified enquiries and on whether the customer already knows the company at first contact, not on the number of likes.
See also: Employee Advocacy, Content pillars, KPIs for a marketer.
