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As B2B companies develop social media strategies, one question that comes up, usually late in the process, is should they focus on the company or individual products. This is one of those core social media questions that relates back to the marketing plan. Social media does not exist in a vacuum and must support the existing marketing initiatives. Are you looking to increase brand awareness, market share, drive leads, or respond to customers? Only you can answer that question, but here are some broad categories to choose one approach over another.
Plan your Social Media around the Company
1. Recognized Company Brand
If your B2B company is a recognized brand that already has a large amount of brand equity and customers talk more about the company providing solutions rather than their experiences with specific products, focus your social media efforts on the company. This is a sign that people already connect with the company offline and in their minds, so it is a natural conclusion that they will connect with it online. This is also true with large global brands. They should establish corporate presence that can aggregate content from other divisions and countries.
Example: Establish a Twitter account using the name of the company and the logo as its avatar.
2. Offer Related Products or Item Catalogs...
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