Social media marketing
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Using social media platforms to promote content, engage audiences, and build brand awareness.
Social media marketing is using platforms like LinkedIn, Twitter/X, YouTube, and others to reach and engage your audience. For B2B companies, social media is primarily about brand awareness and trust building, not direct sales.
LinkedIn is the dominant B2B platform. It is where decision-makers spend time, where industry conversations happen, and where content gets shared among professional networks. Twitter/X matters for developer audiences and real-time industry discussion. YouTube is for long-form educational content marketing.
The biggest mistake companies make on social media is treating it as a broadcasting channel. They push product announcements and blog links. The companies that win treat it as a content distribution channel: sharing perspectives, engaging with comments, amplifying others' content, and building genuine relationships in public.
Examples
A company builds its LinkedIn presence.
The marketing team posts 3-5 times per week. A mix of original insights from executives, employee spotlights, blog post summaries, and industry commentary. They reply to every comment. In 12 months, followers grow from 2,000 to 15,000.
A developer advocate builds a Twitter following.
The advocate shares code tips, conference recaps, and honest opinions about developer tools. They engage in threads with other developers. Their personal brand drives awareness for the company they work for.
A B2B company runs LinkedIn ads.
Paid LinkedIn campaigns target engineering managers at companies with 200+ employees. The ads promote a free report on engineering team productivity. Cost per lead is $85, but the leads are highly qualified.
Frequently asked questions
Which social media platform is best for B2B?
LinkedIn for most B2B companies. Twitter/X for developer audiences and tech industry discussions. YouTube for educational content and tutorials. The best platform is where your target audience spends their time.
Should executives post on social media?
Yes. Executive thought leadership on LinkedIn drives outsized engagement compared to company page posts. People follow people, not logos. An executive who shares genuine insights builds trust for themselves and their company.
Related terms
Unpaid social media content shared through a company's or individual's profiles to build audience and engagement naturally.
Advertising on social media platforms to reach targeted audiences beyond your organic following.
The process of promoting and sharing content across channels to reach your target audience after publication.
Using video content to promote products, educate audiences, and build brand awareness across platforms like YouTube and social media.
Want the complete playbook?
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