At the time business people have to sit down and decide on their brand values, there are some that you can repeatedly spot in the B2B industry – simplicity, speed and innovation. Everyone wants to be the most technologically advanced, the fastest, the easiest to use and the most exciting in the neighborhood (preferably Silicon Valley’s neighborhood). But what about being the most accessible to the target audience? What about having a sincere conversation with the users?

If you have any doubt about how to answer the question “Do I invest enough thinking in my social media strategy?”, you can answer a few questions to get the orientation:

Have you opened accounts at all (or almost all) existing social media platforms? (Yes, inactive accounts are also counted here!)

Do you perceive the platforms only as a tool to distribute your content?

Most of the content posted on platforms comes from your blog / website?

Do you manage your social activity through marketing automation platforms?

Have you nodded at least 3 out of 5 times? congratulations! You are completely part of the statistics. However, these statistics have emerged due to a number of justifiable reasons. Reasons such as ROI focus in an industry with long sales processes and results that are late to come, the uncertainty of cost to value in the social media world and the difficulty in developing a long-term nurturing strategy that can predict the critical touch points with the customer.

However, there are always exceptions and they are often a case study from which one or two things can be learned. So, below you will find some examples of companies that have done it right, why and what can be learned from them.


  1. Wix’s Facebook Activity

Wix's Facebook

Wix’s Facebook is a magical place in the social ecosystem. With high user engagement, planned activities, live broadcasts and content that is great and valuable to their target audience. I would say that Wix’s approach is a direct result of a slightly deeper change within technology companies. Wix understands that there is a need to bring together existing and potential customers around a cooperative and teaching framework – thus, a community. These companies shift strategies from searching for the perfect digital manager to searching for the perfect community manager. The new role does not necessarily kill the old one, but it expresses a need that has not received the proper attention in past years – the production of a nurturing strategy that will come hand in hand with a retention strategy. While we are talking about a very specific segment in the B2B content world (Wix is ​​closer to the SMB’s world), I do not think that the fact they leave Facebook dust to the other B2B companies can be taken away from them.

Why are they good?

They are not afraid to use new platform features, they’re genuinely connected to their target audience and often involve them in their activity.

What can be learned from them?

Do not be afraid to experiment with everything Facebook has to offer before you sculpt.

  1. Neil Patel’s Linkedin

Neil Patel is a marketing machine, we all know that. But Neil does something very clever with his LinkedIn. Beyond his crazy personal branding, he uses his persona to strengthen other digital assets under his companies by creating internal funnels. These funnels start on his social platforms and lead the followers (most likely, potential customers) as close as possible to purchase. Because of its multiple assets and diversity in content, the sense of push marketing is softened.

Why is he good?

A great use of influencers for marketing purposes that is sophisticated and relevant. Great and professional content that is valuable to the target audience. A right use of each platform, specifically for targeting relevant audience.

What can be learned from it?

Identify potential thought leaders within the company and use them as a channel for advertising and executing content strategies.

  1. Mailchimp’s Facebook & Instagram

Aesthetics are not a stranger to Mailchimp. Mailchimp’s social platforms are a testimony of the brand’s identity stability and they’ve gained my respect with their short clips and videos. They are never boring and know how to market the content smartly rather than robotic. I took from them a few points for their lack of reaction to users and over-focus in brand awareness, but they get a high score for understanding the platforms and adapting the content to them. Unlike other brands, Mailchimp carefully chooses which content to “repurpose” between platform and platform and how to adapt it to each.

Why are they good?

Outstanding aesthetics, a great understanding of platforms, adapting content to them and consistency of tone and brand visibility.

What can be learned from them?

Even if you do not intend to invest in social activities, the whole visibility of platforms is crucial for branding.

  1. Adobe’s Instagram

Adobe’s wisdom is within their understanding of their target audience, where do they login and what kind of content they would like to consume. Adobe treats its users like they’re more than customers, but rather a community that gathers around a single content world. They know how to use user generated content in a way that will serve the brand’s objectives and increase its interaction with existing and potential customers. User content accounts for almost 100% of the content advertised.

Why are they good?

They know how to reach their target audience, speak to them in their own language with very few carefully chosen words and hashtags.

What can be learned from them?

How, how much, and why to use user generated content.

  1. Wendy’s Twitter

Wendy's Twitter

Okay, so we completely went to the other side. Wendy’s does not sell directly to businesses (perhaps except a takeaway here and there) but they are here to make a very important point about social media.  As long as you develop a persona sophisticated enough, with a consistent and interesting language, your target audience will let you publish as many marketing content as you like through your social platforms. It happens with Gordon Ramsay, it happens with Wendy’s. Wendy’s has developed a persona that is so cheeky and playful that people from across the web go directly to the brand’s Twitter account to get burned. Yes, yes, you’ve read right – so Wendy’s can have a laugh on their expense.

Wendy’s Twitter account became a phenomenon in early 2017 and attracted a lot of interest to the brand. Although McDonalds is still winning the follower section, Wendy’s gets much more love and attention from their followers.

Why are they good?

Because they devote a lot of attention to direct communication with their audience (and they answer them in a customized and individual matter).

What can be learned from them?

That sometimes to succeed at social, all you need is to give your followers the right type of attention.


So, most of your customers get to work in button-down shirts, they want to believe they are serious people, you want to be believed that you are also serious people. But, as they wander around the social platforms, they are on a more complex set of mind. At the end of the day, buttoned shirt or not, these are actual people sitting behind the screen. So give yourself an opportunity to provide values ​​that are connected to the brand’s essence and not directly related to business, put automation off (at least occasionally) and try to connect with your customers more humanely and directly – I’m sure they will recognize and appreciate the gesture.


Originally posted in Hebrew at Yazamnik’s blog

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