Social media and B2B marketing are sometimes difficult to reconcile. Because social networks are more commonly associated with brands trying to connect with individual consumers, companies that hope to attract organizational decision-makers have had to adjust their approach. First of all, it's important to recognize which social sites are going to generate the most attention from the target audience. In many cases, Twitter and LinkedIn will be the best bets to engage buyers (1). While it's necessary to post content in both locations, LinkedIn is the more likely spot to publish longer articles. Twitter, on the other hand, is a great amplifier to lead customers to longer content.
One of the greatest myths among B2B marketers is that social media is simply an add-on to their existing digital strategies (2). To be relevant and visible, organizations are now required to establish a presence on social networks. While Twitter and LinkedIn are two out of many options for creating a social strategy, each company will likely have to work to discover where prospective customers spend time and reach out to them on their preferred platforms.