Brand Marketing

By Priya W. - March 18th, 2015

Social media success tips from the most unlikely of B2B companies.

 In “Inside Maersk: Part I,” we learned about one of the largest bulk shipping companies in the world, and the strategy they used to develop a highly creative, well-thought out social media plan to engage with customers, employees and create fans. (For more insight on better projecting your brand across social, check out the upcoming Incite Summit: West, May 18th and 19th in downtown San Francisco.) In this article, we’ll be going through one of the final and likely most important elements of their social media strategy: tailoring content to platform and audience. As a business, tailoring content to appropriate audiences by segmenting users on different platforms is extremely important. This is because it ensures you are engaging with the correct audience on the correct platform so the people that require the information they’re looking for can find it quickly and easily. This also means happier users for your business, too! Here’s a look at how Maersk executed their social media plan: Step 1: Segment users as fans, customers, employees, and experts Step 2: Use active feedback and regular engagement to understand what content to post where. For example, Maersk used Facebook to engage with fans and employees, Twitter to share news with important stakeholders, and LinkedIn to interact and co-create products with customers. Step 3: Adjust periodically based on feedback and new trend/user development. For a more detailed breakdown on how Maersk structured their content on different social media platforms, check out the table below:

  (For more insight on better projecting your brand across social, check out the upcoming Incite Summit: West, May 18th and 19th in downtown San Francisco.)