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We’ve got a nice big list of the best B2B social media influencers ready for your perusing, but first, what is B2B?
Let’s start the very beginning. When you’re thinking about creating a business, there are several different business models to choose from. The first one is, most obviously, business-to-consumer. Another is consumer-to-business, where customers can set their own price or contribute data to the company. The last business model is business-to-business (or B2B), where a company will sell goods and services to another company. The range of industries for B2B companies is astounding: it includes marketing, automotive, shipping and receiving, software, IT, sales, and more.
You may be wondering, “Great! But what’s a B2B social media influencer,” or even, “What’s B2B social media?”
The best B2B companies are not only great at what they do—they also offer a little something extra, like awesome social media profiles. They want to connect with their customers and partners, and whether it be on Facebook, Instagram, Pinterest, or LinkedIn, these companies go the extra mile to reach out. That’s great for you, because you get the inside scoop on what they do, alongside the latest and greatest ways they can help you and your business.
In this article, we’ll explore 25 of the best B2B social media influencers out there—and what exactly makes them so special.
Maersk’s social media game is firing on all cylinders (pun intended). The largest shipping company in the world has a profile on just about every social media and sharing site out there. They even have a website explaining why they are on social media, and it’s actually worth a read. Their overall mission is to connect with their consumers and, honestly, we can’t tell which of their B2B social media pages we like more. We recommend starting with their Tumblr, Vimeo, and Pinterest pages.
It’s interesting to note that despite having a killer Instagram account, IBM doesn’t actually show it off on their website. They have links to their accounts on Facebook, YouTube, LinkedIn, and Twitter, but alas, no Instagram. You should give their B2B social media pages a look-see regardless, as they regularly update all of their profiles with news, throwback photos, and products. Particularly interesting is the IBM Watson Trend app, available for iPhone download as well as online, that predicts the most popular gifts for this holiday season.
We love MailChimp—we’ll say it right upfront. Their social media pages are well worth a visit, as they offer useful advice and new features on Facebook, really good-looking photos on Instagram, and a YouTube channel with videos on crocheting and cats (and crocheting for cats). We only wish they shared their weekly meetings, Coffee Hour, on YouTube, as they usually have awesome guests like Jason Lee, Chris Rickwood, and Hugh Acheson.
The main focus of Kissmetrics’ B2B social media pages is to put out quality advice, tutorials, and other help in a timely fashion. Their goal is to use analytics to revolutionize the way you digitally market to your customers. And they walk the walk: the information they share is on point. Their to-the-point attitude on Twitter is refreshing, but you also can’t go wrong with their Facebook, or LinkedIn.
If you’re a junkie for those “How It’s Made” shows, you’ll love FedEx’s YouTube channel. Not only do they show behind-the-scenes videos of FedEx Ground, their sorting facility, and the building and naming of their aircrafts, they also feature an “I am FedEx” series on their employees. This insightful video series makes the monolithic company feel personable and inviting. On their Facebook page, they regularly showcase employees who go the extra mile for their customers, and respond to each and every one of the complaints and questions.
Wistia’s B2B social media presence is full of whimsy. This video-hosting and marketing company puts their delightful stamp on every branch of their social media tree. The design ideas on Dribbble are definitely worth taking a look at, as are their helpful articles on Facebook and Twitter. They’re clever without being annoying, and seem to take as much pleasure in sharing what they know with the viewer as they do in creating their products. If you need a cheering section in the B2B social media world, look no further than Wistia. (The dancing staff on their Team page is a perfect example: click the Partytime button at the bottom.)
Where to start with GE? This huge conglomerate is all over Twitter, Facebook, Tumblr, Pinterest, LinkedIn, YouTube, and Instagram. Each outlet shares new photos, information, articles, inspiration, and ideas—so you won’t find any reposts. It’s truly unique what GE has done with their B2B social media, but with over 185,000 employees, you can’t really expect anything else. Personal favorites include “The Archives” board on Pinterest, the beautiful photos on Instagram, and the reintroduced “Adventures In Science” comic series from the 50s and 60s, with six new sci-fi stories inspired by the original comic book covers and the real work of today’s scientists on the Wattpad app.
Infusionsoft is passionate about small business. Their product is sales and marketing automation and CRM software, but their enthusiasm for the subject matter goes far beyond that. Their approach is more holistic in nature—and includes sharing tips on reducing workplace stress and living the life you want, among many other topics. Check out their frequent tweets or Facebook page for more thoughtful B2B social media content.
Saying that CBRE is busy might be the understatement of the year. They have over 70,000 employees in 60 countries, and offer a wide range of services on everything from commercial real estate to investment banking to facilities management. All of their B2B social media profiles focus globally, too. Join their 97,000 followers on Twitter for posts on how America’s first superhighway change the global landscape and the top high-value cities around the world, and more.
Not just another customer support software company, Zendesk prides itself on its flexibility and efficiency. Their tweets, posts, and links reflect that corporate culture, and their thousands of followers dig it. We recommend their Twitter for the most current info, and their Instagram is an inside peek at the creative minds behind the company. (Another cool thing: they offer equal time off for new moms and dads. Way to go, Zendesk!)
Lockheed Martin has definitely been going through some changes lately, but looking at their posts, we can tell the future is only looking brighter. Every B2B social media page showcases the latest news, photos, and ideas from the company—plus throwback posts, photographs of innovation in aircraft, and the most unbelievable videos. Join the 1 million-and-growing followers to stay abreast of everything going on behind the scenes and up in the air.
Incorporated in 1916, Boeing is the largest aerospace company in the world. This means that they have almost 100 years worth of advancements in aerospace to draw from for their social media networks… And they deliver. Their YouTube channel presents videos on Boeing Firsts, Boeing Archives, Stories of Innovation, and Inside Boeing. Although their Facebook page is called “The Boeing Store,” visitors can still find news and photos—including one showing a mid-air refueling in 1921 with Boeing’s KC-46. Don’t forget to take a look at their Twitter, and if you’re in the market for a job, check out Boeing’s LinkedIn.
Although climate change, the search for sustainable energy, and drilling are all controversial subjects, Chevron does a great job at sharing information about their company, their projects, and their employees through social media. Want to learn more about their idea of corporate responsibility? Take a look at their YouTube channel. Want to talk about Chevron’s situation in Ecuador? Read more here. We think Chevron’s method of sharing what they know, when they know it, is a good B2B social media strategy to keep their audience engaged.
You might only know Rolls-Royce for their beautiful cars—even though they’re currently owned and produced by BMW. But did you know that Rolls Royce actually builds engines for corporate jets, ships, and submarines? Did you know that they’re the second-largest provider of engines to defensive aeronautical companies like Lockheed Martin? Visitors get a better sense of everything that Rolls-Royce does from their B2B social media networks. Their Flickr account has albums of their work, including marine services, ship design, ship intelligence, and, most recently, Rolls-Royce at the Dubai Airshow. Both their Twitter and Facebook talk about their latest developments, too.
You might be thinking that Skype really isn’t B2B, but au contraire. In addition to providing free voice calls, video calls, instant messaging, and screen, and file sharing, Skype also works with Microsoft Office to schedule and run meetings and calls. Not to mention, Skype also gives tons of ways to use their service in your own day-to-day work and home life. Check out their YouTube channel to find out how to start your own book club, and visit their Twitter to see how teachers use Skype to reach classrooms a million miles away.
The Workday Customer videos on YouTube are some of the best customer experience videos out there. You can read about how Workday is changing the way HR and finance are done for companies, but actually seeing satisfied customers describe the way it works for them is a much better way to understand the product. Pair that with the insightful tweets and posts, and you have a company that’s doing right by B2B social media. Plus, they make a point to talk up their partners and customers, and that’s something we can all appreciate.
“Big Green Tractor” by Jason Aldean. “John Cougar, John Deere, John 3:16″ by Keith Urban. “Green” by Blake Shelton. There have been so many songs written about John Deere. Its popularity is almost universal, as evident in their #DeereSighting tweets. If you love beautiful and heartwarming photos, head on over to their Instagram. If you want to see backhoes, tractors, and harvesters at work, visit their YouTube channel. It would be easy to while away an afternoon on all of their great B2B social media content.
Right off the bat, you know that the AgChat Foundation is going to be worth a visit when their motto is “empowering a connected community of advocates.” Their plan is to connect communities of farmers and ranchers through social media platforms. Of course, they start by maintaining excellent B2B social media accounts themselves. Their Facebook and Twitter are regularly updated—but it’s their weekly #agchat where most go to stay ahead in the agriculture industry. More of a visual learner? Visit their Pinterest page for boards on everything agriculture.
Forbes cited her as the most influential woman in social media. She wrote the best-selling book, “Everyone Writes: Your Go-to Guide To Creating Ridiculously Good Content.” She’s the chief content officer at MarketingProfs. Yet her Facebook and Twitter are still down-to-earth and relatable. She puts building relationships first on every platform—and it works. You get the feeling that Ann Handley just wants to be your friend, and the fact that she’s a B2B social media marketing genius is just a bonus.
It should be a no-brainer that marketing companies are good at creating excellent B2B social media communities online… But too often, that’s just not the case. Pardot, however, is exceptional. Their Pinterest boards are well-crafted and enlightening. (Check out Landing Page Inspiration and Content Marketing Inspiration.) Their tweets and posts are well-written and smart. They respond to customer issues quickly. Alas, if only all companies could rock like Pardot rocks.
The mission: “To create a world where people work to make a life, not just a living.” WeWork is way more than shared office space—they’re building a community of businesses who not only work near one another, but play together, too. Their online community reflects that, as they regularly share photos from group meetings, dinners, and activities. They also address work-related issues like workplace romances and etiquette rules for this new type of workspace. We like that they put their whole heart into their work, and that it shows on their B2B social media. It’s a good reminder to love what you do.
Calling all music and film lovers: we have new pages for you to follow! (Unless you beat us to it, in which case, good for you.) We’re stoked about Dolby’s relentless pursuit of advancements in audio and imaging, and we love the way they make you excited to go the movies with every single post. And if we’re excited, we can only imagine how those in A/V field feel. Plus, all that technological development is being put to good use for businesses as well. (Check out Dolby Voice and the Dolby Conference Phone, too.)
Is there a bigger online campaign to support small business than Amex’s Small Business Saturday? Did you know that they mail out hundreds of totes, mats, pens, buttons, and balloons for this event every year? Search #ShopSmall or #SmallBizSat to see the huge B2B social media community Amex created to support our local and independent businesses. Then, stick around to catch deals and benefits on both Twitter and Facebook. While you’re at it, take a peek at their YouTube, and Foursquare pages.
“Holy Cow” might be the first words out of your mouth when you take a look at every B2B social media account managed by Oracle. There are 73 Twitter feeds alone… It’s a little frightening. But you can tell from the hashtags (like #lifeatOracle and #ProudToBeOracle) that their employees love what they do and who they work for. It makes it easy to want to follow one, or all, of this huge corporation’s pages. View all of their Twitter, Facebook, and LinkedIn accounts for more.
Last—but certainly not least—is Hootsuite. It makes sense that a company built to help other companies manage their social media accounts would have a great B2B social media community, too. You can stay on top of the latest in product developments on their YouTube channel or get quick tips and tricks for managing your business’s social media on Twitter. Or if you just want a break from it all, take a gander at their Instagram for a backstage pass into the world of Hootsuite.
That’s a wrap on the 25 of the best B2B social media influencers. Use this list to get inspired—and steal some great ideas!