World Social Media Day 2020: Connecting the world from a distance

Social media is an essential part of every marketing strategy. It influences the things we do, the decisions we make, and constantly exposes us to new people, brands, and experiences. Beyond exposure, social media has become integral to the world we live in. As we continue to practice social distancing, many of us feel more connected than ever—thanks to the power of social media.

That’s why today, on World Social Media Day, we’ve never had more of a reason to celebrate the online platforms that keep us together.

Still, we know how intimidating it can be to own and lead your organization’s online reputation. So, we’ve gathered the following takeaways to help influence your social media strategy.

Meet your audience where they already are.   

Half of the global population is active on social media. That astonishing 3.8 billion number has increased by 9.2% since 2019 alone (Hootsuite, 2020). But, just as each platform varies in audience size, each one serves a different purpose. So, marketers must be careful not to spread themselves too thin.

Your company doesn’t need to have a presence on every channel—especially if you don’t have the resources necessary to successfully execute. Start small. Use your business goals to identify priority channels, content, etc. and revisit your strategy as frequently as necessary.

For B2B, LinkedIn is where it’s at. Used by 86% of B2B marketers, LinkedIn is the most used and trusted social medium in B2B marketing. In fact, recent research revealed 80% of all B2B leads originate on LinkedIn and more than half of B2B buyers have used LinkedIn to help them make a purchasing decision over the past year.

Companies can leverage social media to encourage employee retention.  

Although many workers are staying put given the current landscape, we’ll eventually revert to a more competitive job market. And with 47% of job seekers in agreement that negative work culture is their main reason for leaving, encouraging employee engagement is essential.

Given many of us are still working from home, that may seem impossible. However, successful companies not only create content for their buyers, but leverage online platforms to keep employees engaged.

Client CallMiner, for example, proved that no gesture goes unnoticed. They went above and beyond by sending each employee a work-from-home care package. By promoting their #RemoteTogether efforts, employees acknowledged how valued they felt by their employer. Especially during these hard times, a little can go a long way.  

Digital channels humanize and create connections with the C-Suite.

When a leader has a presence on social media platforms, it not only humanizes them internally, but allows the public to understand who they are and what your company stands for. According to Fortune, people between the ages of 18 and 34 are more likely to want to work for and buy products from a company that gave to charity.

For example, Hans Vestberg, CEO of Verizon, is very active on Twitter. Not only does he take to his platform to share company milestones, he often shows his support for various causes and highlights how Verizon is taking action for organizations such as the LGBTQ+ community, Education Cannot Wait, Black Lives Matter and more.

2020 may have thrown us for a loop, but our world’s eagerness to help each other out, even from a distance, shows how adaptable we can be. Still, with many more changes to come, it’s critical that all marketers continue to find new ways to bridge gaps in remote communication—which means putting social media at the core of your strategy. 

Still not convinced? Check out ten more reasons social media should be an integral part of your B2B marketing strategy.