MAD Perspectives Blog

Using LinkedIn to Build B2B Followers

Peggy Dau - Tuesday, February 28, 2012

Every day there are more articles showcasing the value of social media for business.  However, 80% of those articles reflect the value for companies marketing to and communicating with consumers.  The challenge, for companies selling products or services to other companies, is how social media can help them.  After all, when most people are on Facebook, they are there to communicate with their friends and family.  Sure, they may be job hunting, and Facebook has proven to be a good place for employers to recruit new employees.  It is also a good place for companies to connect with users regarding customer support issues.  However, Facebookt is still first and foremost a destination for the individual thinking about personal, rather than business, topics.

A recent article on The Next Web highlighting the high proportion of U.S. based LinkedIn members, with membership growing internationally. What was more interesting is how companies are taking advantage of LinkedIn, particularly those in high tech. One of the dominant metrics, for measuring success in social media , is tracking the number of followers. For a company in the B2B space, it is most important for followers to be individuals who can influence purchasing decisions. LinkedIn is the most relevant social network for attracting influential followers. Who's are the companies leading the pack?

    1. IBM, ~590,000 followers

    2. HP, ~449,000 followers

    3. Microsoft, ~424,000 followers

    4. Accenture, ~419,000 followers

    5. Google, ~409,000 followers

    6. Oracle, ~293,000 followers

    7. Deloitte, ~283,000 followers

    8. Apple, ~253,000 followers

    9. Dell, ~244,000 followers

    10. Cisco, ~240,000 followers

source:  Zoomsphere

It's not a surprise to me that tech companies lead the pack.  Tech company employees tend to adopt new tools more rapidly than individuals in other markets.  IBM, in particular, has invested heavily in "socializing" its entire approach to business. This is partly to promote their own business intelligence capabilities, but also to simplify how employees get and stay connected internally or externally.  

These companies use LinkedIn's company pages to promote the company and their product lines. The benefit of promoting products and services on LinkedIn, allows the company to highlight new products, customer case studies and increase attention to key product lines. Another benefit is the ability for users to provide recommendations for company products. Hewlett-Packard, in particular, has gained a significant number of recommendations across all of its businesses. In addition, they sponsor several groups targeting different customer segments.

Social media is changing the way we connect with customers.  LinkedIn provides an additional channel for communicating value and differentiation, as well as listening to what customers are saying.  Look into leveraging LinkedIn for more than your personal profile, there are benefits for large and small businesses. Check it out!

What's your perspective?




RSS


Recent Posts


Tags

Createasphere consulting hootsuite zeebox Mad Bear Productions Social TV monitor content marketing Altimeter New York Times CSP Mark Brodie Quantum recommendations cloud webinar marketing collaborate blog Video Box Score Kit Digital streaming media business plan MassRelevance Oracle ConnecTV engagement online video platform MarketingProfs conditional access social media, firewall, social computing, employees, connect Present.ly Kontiki innovate Forrester Adobe Intel user generated content Virage MediaBin social media index interaction Visible Technologies language social media plan mobile connect, collaborate, communicate, digital media, consulting, social media NASCAR business development HP Autonomy Forbidden Technologies video conferencing connected awareness CMO case study business model enterprise digital media passion UGC context NBA SEC brand strategy planning employee generated content news gathering lessons real-time value executive support EGC business intelligence Boston privacy second screen backchannel Citrix, trust Jeremiah Owyang video live streaming policy stimulate NetBase Tellybug Whisky marshall mcluhan Salesforce.com Utterli Yammer Enterprise 2.0 trackur SocialText HP message MAD perspectives culture alignment network Netflix expectations Gartner FCC B2B Harmonic North Plains technology GetGlue Chyron ABC connect personality corporate identity Vitrue trust influence tablet Fiesta analytics data protection data analytics out-of-home streaming microblogging, firewall, value, Yammer, Utterli, SocialText, SocialCast, Present.ly Gizmodo benefits Skype Sysomos cable tweetdeck Attensity360 networking listen Aspera holidays TBS customer service leadership social networking broadcast, IBC, digital media, TV Guide social identity big data MagicRuby Taylor O'Brien web 2.0 microblogging Buddy TV Ford Fiesta CIO Peggy Dau network management authenticity Comcast Aereo TV webcasts broadcast LinkedIn customer social data Kontangent FIFA World Cup dog openness SocialCast governance discovery Collective Intellect video marketing IntoNow social Twitter content delivery multimeida HDS Nielsen Pinterest Harris social media Verizon planning, analysis truth communication MIB MediaWorks voice of customer firewall Connected Experience BT Conferencing awareness Cotendo search cross channel IP RSG Media broadcast technology NAB Viacom printing connected TV Microsoft B2B marketing viggle cord cutting content security EMC sales social media marketing revenue media HBO customer support digital asset management net neutrality TV TNT lead generation community Facebook convesation, interaction, social media, rich media, video, workflow New Technologies organizations snow company culture conversation honesty Mad Bear Produionsct medium DAM ePrint Center Nigel Fenwick program guide Fan Media Engagement Center Compuware Vizrt advertising productivity cloud computing creative Time Warner Cable human Buddy Media rich media Web Strategy BuddyTV monetize disclaimers communicate Apple align Never.no audience Radian6 data market awareness Evolve24 NewsGator connectivity authenticity, transparency, conversation, truth, honesty content TVPlus business goals networks ROI streaming empower OTT IBC social media monitoring employees relationships slideshare convergence identity Miso DRM CDN transparency adapt endorsements digital marketing social intelligence brand content management Echo telepresence Ford strategy Dijit control storytelling social computing inspriation apps resources solutions YouTube


Archive