The consumer marketing world is all abuzz about social media and how to use it for promotion. But what about business-to-business brands? How can a commercial or industrial marketer benefit from this medium?

What is social media?

Social media refers to a class of website that allows users to share information quickly with a designated group of individuals. That information may be quotes, news about a person or company, opinions, comments or photos. Anyone can put almost anything on social media. There’s almost no censorship and certainly no editing. What appears on social media sites runs the gamut from the trivial, like what I’m having for dinner, to major news of breaking world events. Social media is more like broadcast than print, in that social media channels are on 24/7/365. However, unlike broadcast media, there is no set schedule, and the content is personalized for each user based on his contacts/friends/followers.

What can social media do for business-to-business marketers?

The allure of social media for consumer brands is clear—it’s a way to reach a huge audience and influence a buying decision. But what about business-to-business companies, particularly those who sell to commercial, industrial and institutional specifiers? Here the benefits of social media are less clear. However, since more executives and engineers are using social media channels, savvy B2B marketers can anticipate at least some of these benefits:

  • Increased visibility
  • Increased credibility
  • Improved SEO rankings
  • Website visits
  • Leads

Need help increasing your visibility using social media for your marketing communications programs? Contact CCC or email me, Susan McPherson, at

Creative Communications Consultants, Inc. is a business-to-business marketing communications agency. We specialize in providing strategic marketing communications thinking to marketers of industrial and commercial products who target B2B audiences.