Essentially, personal accounts, especially from management, can give a businesses more life. This may allow other businesses and Internet users to connect on a more personal level.
Mindsets regarding social media were different not too long ago. In fact, it was generally encouraged to keep personal accounts private. Yet, Weber Shandwick recently found that up to 80 percent of CEOs are engaged in social media (2). They are openly sharing posts about their private lives and company updates. This may help personalize a social media marketing campaign, as some onlookers may believe every post is automated.
However, even lower-level employees can help increase a B2B campaign. An employee can brand him or herself as someone who can be trusted, Ignat writes. In terms of B2B, this can help other businesses have an easier time finding someone to communicate with.
Personal social media channels must be built and nurtured, however. If a business is open to incorporating personal accounts into a B2B campaign, a checklist should be created. For instance, personal accounts should share private views and connect with the audience. A CEO may direct message or tweet back at a business curious about a product. A small gesture like that can go a long way.