B2B Tech Social Media Rules of Engagement

by Marianne Sabella Dempsey on Dec 9, 2015 9:46:12 AM

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When using social media for B2B tech marketing, you should keep the following guidelines in mind: 

Process:

  1. 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.

Branding:

  • 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.

Voice:

  • 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.

Content:

  • 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.

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About Marianne Sabella Dempsey

Marianne is a seasoned communications professional with experience that spans both the technology and consumer sectors. At Rainier, Marianne works on accounts in the safety-critical software, predictive analytics, telecommunications, semiconductor and green tech markets. Prior to joining Rainier Communications, Marianne worked at Version 2.0, where she was responsible for both the strategic direction and management of day-to-day implementation of client programs and campaigns for 1E, Blue Prism, Cubiq and Scratch Wireless.

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