{"id":36529,"date":"2022-07-27T08:35:25","date_gmt":"2022-07-27T12:35:25","guid":{"rendered":"https:\/\/hingemarketing.com\/?p=36529"},"modified":"2026-03-10T12:08:41","modified_gmt":"2026-03-10T16:08:41","slug":"b2b-social-medias-two-evergreen-rules","status":"publish","type":"post","link":"https:\/\/hingemarketing.com\/blog\/story\/b2b-social-medias-two-evergreen-rules","title":{"rendered":"B2B Social Media’s Two Evergreen Rules"},"content":{"rendered":"

Any executive or marketing director working in professional services knows how rapidly change occurs in B2B marketing. And of the various spaces included in most marketing plans, B2B social media wins the superlative for most likely to change again tomorrow.<\/span><\/p>\n

The world of B2B social media is frustrating \u2014 often leaving marketing directors disoriented because what was working three months ago doesn\u2019t work anymore. Professionals building their personal brands<\/a> face a similar challenge. An endless stream of new features… More ways to analyze data\u2026 Emerging platforms to join… How can you keep up? Inevitably this means that a good <\/span>B2B social media strategy<\/span><\/a> requires constant attention and experimentation. <\/span><\/p>\n

But what if there were some foundations you could always rely on when building your B2B social media content strategy? In this article, we\u2019re going to look beyond the unpredictable updates that each platform releases and focus on two evergreen rules that are here to stay.<\/span><\/p>\n

Rule #1 – Be Human.<\/b><\/h2>\n

Professionals who spend time on social media are doing so for a variety of reasons, ranging from researching competitors to recruiting new employees. But one business purpose for being on social media stands taller than the rest \u2014 <\/span>networking with people<\/span><\/a> you know and people you want to know.<\/span><\/p>\n

Put another way, the chief business purpose of social media is to connect and engage with people. These people include potential and existing clients, referral sources, other thought leaders and possible recruits. Social media is so effective because we are always curious about what certain individuals are doing, experiencing, learning and accomplishing. So if connecting with people is the driving force behind social media, why do so many firms neglect to humanize their <\/span>brands<\/span><\/a> in this space?<\/span><\/p>\n

By humanizing your brand on social media, we mean bringing a human touch to every piece of content you share. <\/span><\/p>\n

For example, the articles you shared were all written by individuals. Have you tagged them in your post, highlighting their individual expertise? <\/span><\/p>\n

And what about your firm\u2019s news? Aren\u2019t most of these updates related to the achievements of individual people? Have you shared a picture showing them in action? <\/span><\/p>\n

And finally, are people on social media interacting with your posts? If so, have you responded to them? All of them? And have you reciprocated the interaction?<\/span><\/p>\n

On this point we are inspired by the work of Mark Schaefer, who authored the book <\/span>Marketing Rebellion: The Most Human Company Wins<\/span><\/i>. On his blog, <\/span>Schaefer writes<\/span><\/a>, \u201cIn the past, our businesses were built through an accumulation of advertising impressions. Today, our brands will be known, at least in part, though an accumulation of human impressions.\u201d What Schaefer wants business leaders and marketers to understand is that the future of marketing is being driven by authentic human expression.<\/span><\/p>\n

So when it comes to your B2B social media strategy, highlight the humanity behind your brand. Allow <\/span>the voices behind your content<\/span><\/a> to be heard and bring visibility to the individuals at your firm doing excellent work for your clients.<\/span><\/p>\n

What to do:<\/strong><\/h4>\n