B2B Organic Social Media
Our team (we are in the commercial real estate industry) has been doing a lot of restrategizing for 2022 and we keep getting hung up on our organic social media strategy.
I've spent a lot of time analyzing our audiences, engagement, etc. on each platform and have (kind of) come to the conclusion that our social media is planning is a bit of a money pit. We spend time creating and scheduling content, but none of our social campaigns have lead to any meaningful revenue or contacts that I can track.
We are planning on trying to launch a social selling strategy with a handful of our employees and seeing where that goes, rather than focusing on or company accounts
But where does that leave our company accounts? We have switched gears and instead of posting every blog we every publish with a boring caption + link + boring photo, we are posting company milestones, news, etc. We are focusing on LinkedIn and plan to post less on all other platforms (or possibly not at all).
We like our Instagram and the content we post there showing that "No one knows Austin better" (our motto). But it is not moving the needle on revenue at all and our followers are mostly employees, small businesses, friends, etc. despite our engaging with other companies. My thought is to switch this to a channel to highlight our employees and what we do. It feels near impossible to reach the decision-makers we need to reach on Instagram right now organically (likewise on Facebook and Twitter).
All that to ask, what are your thoughts/experience with B2B organic social media and its effectiveness?
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