B2B companies can often struggle to make social work as people don’t tend to use Facebook and Pinterest for professional reasons.
There’s always Linkedin of course, but that presents an entirely different challenge from the four main consumer networks.
General Electric has managed to buck the trend and achieve a strong social presence, though it’s true that the company blurs the lines between B2B and B2C.
In an interview with Digiday last year, GE’s executive director of global digital marketing Linda Boff said that social platforms have allowed the company to get closer to its customers and tell stories about the human impact of what it does.
We’ve found when we’re able to tell relevant stories - both about our challenges as well as our successes - in always-on channels, people reach out to us and share their experiences as well. That’s allowed us to build relationships over time.
So to find out more about GE’s social strategy, here’s a look at how it uses Facebook, Twitter, Pinterest and Google+.
Via Russ Merz, Ph.D.