News & Information

As established in our previous blog, "Why Every B2B Company Should Prioritize Social Media in 2025", social media is far more than a digital marketing channel; it is a critical tool that enhances various aspects of business communication and engages multiple audiences. To fully leverage social media’s potential, B2B companies must develop a holistic strategy that aligns with business objectives and integrates efforts across departments. This blog will guide you in creating a strategy that supports not only marketing and sales but also crisis communications, customer service, investor relations, and talent acquisition, positioning your organization for scalable success.

To achieve this, B2B companies must have enough social media-related resources to support the business beyond marketing alone. One or two individuals cannot manage crisis communications, customer service, investor relations, marketing, sales, and talent recruitment across multiple channels without letting a ball drop somewhere, if not everywhere. If your team doesn’t have the headcount or experience to handle these responsibilities, consider partnering with an agency that understands the complexities of B2B social media.

Once your social media team is equipped for success and empowered to collaborate across departments, define what success looks like. Demonstrating the value of social media as a core business component involves applying at least one key performance indicator (KPI) across each area. 

These KPIs should focus on business outcomes rather than social media metrics, which serve only for optimization. For marketing and sales, possible examples include directly attributed web traffic, increased organic search traffic during campaigns, and direct or indirect revenue attribution. In talent retention and recruiting, metrics might include job applications sourced from social media and audience growth among younger demographics, signaling interest in your company from potential future hires.

Sometimes, measuring direct contributions to specific business areas can be challenging. However, you must secure leadership buy-in regarding social media's role in supporting these areas, possibly using engagement metrics. This is especially true if you can demonstrate your community is one or more of your audiences, indicating engagement is relevant to your business.

Additionally, consider which channels will work best for different audiences and prioritize them based on your goals. This is particularly important for small teams with limited resources. If you have a larger team or agency support, you can more effectively engage various audiences across the platforms they frequent.

Your approach to social media should be tailored to your organization and industry, requiring research to identify how to leverage it as a core business channel. For instance, your company might find Facebook and Instagram effective for talent recruitment, while LinkedIn serves your ideal customer profile. Your strategy should lead with these focus areas, crafting unique strategies for each platform based on best practices and audience insights. Acknowledging other potential areas for impact can also help maintain leadership support for social media as a core business driver.

Execution is another critical aspect of your strategy. While the social media team will largely shape the strategy, seamless collaboration with other departments is essential during both planning and execution stages. Involving teams like customer service and sales on a regular basis provides a holistic approach, ensuring that social media outreach is aligned with the broader customer journey. Customer service teams bring firsthand insights into customer needs and concerns, which can inform messaging and engagement strategies. Similarly, sales teams can offer valuable context on market trends and customer priorities, enabling more targeted content. This collaborative approach not only strengthens customer outreach but also builds a cohesive brand experience across all touchpoints. These are just two examples of departments that should be considered. If your strategy involves anyone outside of marketing, consider bringing them into the conversation early so they can jump in and execute once you are ready.

Finally, establish a reporting process that communicates how social media supports various business functions to teams and leadership. You may discover that certain audiences are more impacted than anticipated, prompting a strategic pivot. Identifying standout platforms will allow you to concentrate your efforts where they yield the most significant business contributions, ensuring your B2B social media strategy continues to evolve and improve over time. One thing is clear: B2B social media matters more than ever, and to fully capitalize on its potential, you must think beyond mere marketing and sales.

Looking to add agency support that can take your B2B social media to the next level? Consider Warner Communications. We’re a boutique agency of data-driven, senior level experts with deep expertise in the B2B industry. 

‍