If you’re a B2B marketer, especially in the software industry, you’ve likely been told, “I’m not sure social media is really right for our business.” Fortunately, it’s been a few years since the social media craze first took off, and that general sentiment is changing day-by-day. That said, you might still get internal push-back about whether your company should be present on the latest and greatest social networks (i.e. “We don’t really have any pictures to pin as an accounting software company”). And, truthfully, not all companies need to be on EVERY social media site… only the ones where your audiences are active and it make sense strategically for the time and effort involved to manage that site.
However, if you’ve recently been asked to make a case for your software company’s social media presence, or you just want some inspiration for how to improve your pages, check out the following examples of software companies doing cool and innovative things on ten of the most popular social networks:
1. Facebook: Wildfire (Social Media Marketing Software)
Wildfire builds Facebook pages and social media contests for businesses, so it’s no wonder their Facebook page is pretty cool!
Things they do well on Facebook: Feature an eye-catching cover photo that explains their business; Include major company events on their timeline; Highlight interesting pages/apps with relevant photos at top of the page.
2. Twitter: Eventbrite (Event Management Software)
Eventbrite is all about “live experiences,” which is definitely evident when you scroll through their Twitter feed.
Things they do well on Twitter: Interact with event attendees and hosts in real-time; Respond to software customer service questions/issues; Share other inspirational event ideas and concepts (not just their own content).
3. Pinterest: HubSpot (Marketing Software)
Where some companies think, “Hm… Should we pin pictures of our product? It’s not that pretty. I guess we shouldn’t be on Pinterest,” Hubspot realized that it’s not only about sharing your software that makes Pinterest great. It’s about sharing photos, images, infographics, books, and other resources that interest their target audience… namely, us (marketers).
Things they do well on Pinterest: Keep content well-organized across many boards; Make it light & fun (orange things, things with spots, marketing cartoons); Share others pins and resources.
4. LinkedIn: Constant Contact (Email Marketing Software)
Constant Contact sells a suite of software products targeted towards small businesses. Where do business people hang out online? Why, on LinkedIn, of course!
Things they do well on LinkedIn: Frequent posts and updates from their Company Page; List Products and Services on their page to facilitate client recommendations; Include custom banners and designs with clear calls to action on Products & Services page.
5. StumbleUpon: KISSmetrics (Business Analytics Software)
StumbleUpon helps you discover new information on the web, just like KISSmetrics helps you discover new information about your business. They’ve made it easy to “stumble” relevant web and analytics topics by following their own channel on StumbleUpon.
Things they do well on StumbleUpon: Created a deep library of content (1,263 pages), organized that content into a branded, easily-identifiable KISSmetrics channel; Built an impressive following to curate and share their content with other Stumblers.
6. Google+: Oracle (Database Management Software)
Still not sure what Google+ offers that other social nets don’t? Software giant, Oracle, has figured it out, and they’ve taken an early lead building a presence on this relatively-new platform.
Things they do well on Google+: Create separate Google+ pages for each of their products and audiences (i.e. Oracle Database, Oracle Recruitment, Oracle Partnerships, etc.); Regularly share links to their content and garner +1s and help boost their SEO efforts.
7. Quora: Zoho (Business Process Management Software)
While brands can’t really establish “pages” or “profiles” on Quora, that doesn’t mean there’s no place for them. Zoho keeps a close eye on what people are saying about them on this popular Q&A network.
Things they do well on Quora: Brand the Zoho “topic” so that when people ask questions with that phrase, it is tagged to their page; Have active Zoho representatives on Quora who quickly respond to product questions, in addition to posting on other non-Zoho related threads.
8. SlideShare: Eloqua (Marketing Automation Software)
If you spend a lot of time and effort putting together beautiful presentation slides, don’t you want people to see them and share them after your presentation ends? Eloqua certainly does!
Things they do well on SlideShare: Custom page template that mimics Eloqua’s branded presentations with an original, catchy title- “The Revenue Hub”; Visually engaging presentations featured front and center to draw you in; Links to connect their SlideShare account to their other social profiles.
9. YouTube: Sage (Enterprise Resource Planning Software)
Just because you sell software, your online content doesn’t have to be B2Boring. (Too cheesy?)Take a cue from Sage, a software vendor who has livened up their brand with engaging video content on YouTube!
Things they do well on YouTube: Split up videos relevant to their various software solutions (CRM, Accounting, ERP, etc.) among YouTube channels specific to those topics; Display custom branded backgrounds on their YouTube channels; Create fun ways to present otherwise bland concepts- like “Manual Input,” the thief who steals your credit card information.
10. Flickr: Salesforce.com (Customer Relationship Management Software)
They say a picture is worth a thousand words. Well, since CRM software giant, Salesforce, has several hundred posted on their Flickr account, that’s a whole lot of words they’ve saved themselves from writing!
Things they do well on Flickr: Showcase fun interactions with their customers at live events like their annual conference, Dreamforce; Tag logos and product images with relevant keywords so that they are searchable in Google Images; Help “personify” their brand by showing the faces behind the brand (including their two adorable mascots, SaaSy and Chatty!)