Part 1 of the Social Geek Series
As a technology provider, reaching customers is paramount to growing your business, and there’s no better (or affordable) way to market yourself than through social media. However, starting the right conversations and targeting the right audience can be challenging, especially if you have complex solutions.
It’s simple. It all boils down to your content and expertise.
The leading tech vendors are generally well advanced with regard to their social strategies – with most of them putting big investments into digital marketing in 2016 and beyond. You’ll find that they have guidelines for how their employees’ profiles should read on LinkedIn and Twitter, who can post what, and often have multiple resources to manage their various social media accounts – which correspond to specific products, solutions and services.
IBM – Social Sharing Since 1970
IBM has actually been using “social media” before there were today’s popular social networks. During this time, many of IBM’s programmers were using discussion forums, which then turned into their intranet, with more customized content, features, and online ‘jams’ where employees could discuss critical business aspects. As Director of Social Strategy and Programs, Ethan McCarty, once stated, one of the lessons the company learned was that channels and content were different from networks and interactions and mistaking one for the other would cause a failure in authenticity, credibility, and usefulness.
Some of the ways IBM is using social –
IBM’s social platform is very big on sharing visual content, which is usually taken from their Voices site. This not only helps to make their content more interesting, but it also helps to show their expertise within the industry.
Microsoft – Products that Say Something
As a company that caters to both businesses and consumers, Microsoft’s social strategy adheres to meet both of these objectives. The company has several pages for its various products – Office, XBOX, Windows Phone – but their main Facebook corporate page is the one that’s the most active, thanks to eye-catching visual content.
Not being tied to one specific product allows the company page to explore topics like trivia questions, showcasing some of their Windows desktop themes, and promos for some of their products which are done with wonderful visual content. Microsoft is also using social for –
Their LinkedIn page showcases some of their insights, including programs to help those with autism, tips on getting into certain tech industries, and growing trends in tech. As with IBM, Microsoft not only delivers on its technical expertise, but it also offers support and advice to both consumers and businesses.
Cisco – Tomorrow Starts Here
Cisco began to look in to new social media strategies to help connect to their partners and other businesses. These strategies included reviewing how their Twitter hashtags worked with followers, increasing usage by 440%, using influencers and expert voices with their Future of IT podcast channel, and utilizing graphics and videos. To date, Cisco is using –
Cisco not only uses their social media to connect, they use it to engage, market, and teach both their consumers and business partners.
Though most tech providers don’t have dedicated social media teams and can’t afford to focus only on social media, there are some minimum things you should be sure to incorporate into your overall marketing activities.
Taken together, these different strategies can help promote your technical business to both technical and non-technical audiences by showcasing your brand’s expertise, knowledge, and professionalism. If your brand is struggling to keep up with your social media or you’re unsure how to get started, let our team of social media experts help you on this journey by contacting us.
Inside IBM’s Social Content Strategy
How IBM Uses Social Media to Sell, Sell, Sell
Top Tech Companies Find Success Through Social Media
How Microsoft use Facebook, Twitter, Pintrest, and Google+
Case Study: How Microsoft uses Social Media
Cisco Vine Channel
5 B2B Social Media Lessons Cisco Learned in 2014
Cisco Social Media Marketing – Top 5 Social Media Programs for 2012
Happy Anniversary, #CiscoChat
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