Last week, I argued that B2B and social media don’t quite go together.
The two strongest incentives of social media are (1) instant gratification and (2) endless distraction. The former manifests itself in “likes” as a new kind of currency, the latter in the addictive potential of the endless scroll.
Neither fit particularly well with B2B, where deliberate and considered decision-making prevails, and constant distraction gets in the way. That’s why, in my view, B2B and social media don’t go well together. Social media remains relevant for businesses primarily as an extended business card and a stage for brand presence, offerings, and reputation.
In the New York Times on April 28, 2025, Rob Flaherty outlined the steps (also) a company can take to reach its goals:
1. Identify the social media cultures (sic!) where you think you might be of interest!
2. Find out which kind of messages resonate in these cultures!
3. Give them attention and receive attention in return!
4. Identify which of your own key messages will resonate!
5. Do what resonates offline and post it online!
6. Emotions get attention. Make it visceral, make it personal, make it fun.
7. Attention gets reach, reach gets attention.
8. Wield attention and influence the culture group.
Sounds odd – but sounds like a plan to beeter align B2B and social media.
Good communications consulting helps with the odds.
More on this on my LinkedIn account: linkedin.com/in/dr-thilo-goodall-rathert-6b975012b