It seems like every tech company has what looks like a social media strategy. Or at least most sprinkle Twitter, LinkedIn, and Facebook links across their Web sites. But having a comprehensive social media strategy that engages and creates affinity with a high tech BtoB audience requires more than “putting a bird on it.”
If you’re trying to reach tech audiences, social media can’t be the end in itself. Instead, use social media channels as platforms for delivering something that a tech audience wants or needs, such as useful, high-quality, and unique content. Well-written traditional white papers. Case studies. Videos. Infographics. Materials that smart, sophisticated readers and viewers will enjoy, learn from, and share.
In other words, your social media efforts need to be part of your larger content strategy. When you offer great content to your audience, you’re offering them something valuableâand that will bring you readers, likes, reposts, shares and other types of forwarding that drives audiences and affinities.
Here at McBru, we’ve set records in recent months for the amount of creative content that our writers, designers, and producers have pumped out: everything from meaty whitepapers on cloud security and flashy infographics on projection light engines to “cooking show” videos on endpoint security appliances. Our clients push this smart, engaging content out to their audience through social media channels. Great creative content gets noticed, passed around, and helps build audiences.
But even in the age of Tumblr and Twitter, content is king. To do SoMe right, first build a robust content strategy. Deliver it through a unified social media ground game. Then watch your SoMe metrics light up.