When using social media for B2B tech marketing, you should keep the following guidelines in mind:
- Limit the number of people who have authorship and tweeting or posting rights.
- Never use a business account as a personal platform (politics, religion, etc.).
- Empower qualified spokespersons to offer solutions and resolutions.
- Always seek approval of customers prior to spotlighting.
- Don’t trash the competition.
- Seek to add value to each engagement –it’s not all about you. Keep your tone conversational and respond in a timely manner. Keep 4-5 standard responses about general information for every one company-specific post. Marketing-speak detracts from the personality of the brand.
- A social media platform serves as a voice of the brand – and should always be clearly defined on purpose, mission and characteristics before implementation.
- Disclose relationships, representation, partner/customer affiliations and intentions.
- Stay on message. Stay on message. Stay on message.
- Don’t share just to share – try to contribute to the brand and the position of the company as an expert.
- Tweets should be written in the same voice regardless of the number of people tweeting.
- Respect those you engage via social media.
- Act transparent and human—but guided by the value propositions of your organization.
- You need to be consistent, personable, and helpful.
- Know whom you are speaking to and how they want to be addressed.
- Honor copyrights – and credit people when you use their content.
- Protect all confidential and proprietary information.
- Represent only what you are approved to represent at that given time– don’t step outside of general guidelines without approval.
- Interpret the context of the situation before responding.
- And finally, what you share can and will be used against you – the Internet has a long memory.