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

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


Archive