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href="https://www.zoeticamedia.com/"><span class="breadcrumb-link-text-wrap">Home</span></a><meta ></span> <span aria-label="breadcrumb separator">/</span> <span class="breadcrumb-link-wrap"><a class="breadcrumb-link" href="https://www.zoeticamedia.com/category/community"><span class="breadcrumb-link-text-wrap">Community Building</span></a><meta ></span> <span aria-label="breadcrumb separator">/</span> <span class="breadcrumb-link-wrap"><a class="breadcrumb-link" href="https://www.zoeticamedia.com/category/community/smbhou"><span class="breadcrumb-link-text-wrap">#SMBHOU</span></a><meta ></span> <span aria-label="breadcrumb separator">/</span> How Unexciting Brands Can Rock Social Media</div><article class="post-1975 post type-post status-publish format-standard has-post-thumbnail category-smbhou category-socialmediatactics tag-business tag-social-media entry gs-1 gs-odd gs-even gs-featured-content-entry" aria-label="How Unexciting Brands Can Rock Social Media"><header class="entry-header"><h1 class="entry-title">How Unexciting Brands Can Rock Social Media</h1> <p class="entry-meta"><time class="entry-time">August 20, 2013</time> by <span class="entry-author"><a href="https://www.zoeticamedia.com/author/kami-huyse" class="entry-author-link" rel="author"><span class="entry-author-name">Kami Huyse</span></a></span> </p></header><div class="entry-content"><div id="fsb-social-bar" class="fsb-social-bar fsb-no-float" data-post-id="1975" data-socialite="true"><style type="text/css"> #fsb-social-bar { width: 100%; border-bottom: 1px solid #dbdbdb; border-top: 1px solid #dbdbdb; padding: 10px 0; margin: 0px 0 20px 0; float: left; background: #fff; position: relative; clear: both; } #fsb-social-bar a { border: 0px !important } #fsb-social-bar.fsb-fixed { position: fixed; top: -2px; z-index: 99999; } #fsb-social-bar .fsb-title { display: block; float: left; margin: 3px 20px 0 0; font-size: 16px; font-family: Arial, Helvetica, sans-serif; text-decoration: none; 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data-href="https://www.zoeticamedia.com/how-unexciting-brands-can-rock-social-media" rel="nofollow" target="_blank"><span class="fsb-service-title">Google+</span><span class="fsb-count">0</span></a></div><div class="fsb-share-linkedin fsb-hide-count"><a href="https://www.linkedin.com/cws/share?url=https://www.zoeticamedia.com/how-unexciting-brands-can-rock-social-media" class="socialite linkedin fsb-linkedin" data-fsb-service="linkedin" data-size="medium" data-href="https://www.zoeticamedia.com/how-unexciting-brands-can-rock-social-media" rel="nofollow" target="_blank"><span class="fsb-service-title">LinkedIn</span><span class="fsb-count">0</span></a></div></div><div class="fsb-clear"></div><p><a href="https://zoetica.wpenginepowered.com/wp-content/uploads/2013/08/Boring-Brands.jpg"><img fetchpriority="high" decoding="async" style="background-image: none; padding-top: 0px; padding-left: 0px; display: inline; padding-right: 0px; border-width: 0px;" title="Boring Brands" src="https://zoetica.wpenginepowered.com/wp-content/uploads/2013/08/Boring-Brands_thumb.jpg" alt="Boring Brands" width="564" height="424" border="0" /></a></p> <p> </p> <p>Business to Business, or B2B Social Media Marketing, may not seem as straight forward as other types of social media engagement. You may wonder how successful social media can be for a product which isn’t all that compelling?</p> <p>However, social media is being adopted by many companies who have less-than-sexy products. Look at industrial companies like <a href="http://www.cat.com/social-media">Caterpillar</a>, lawyers like <a href="http://www.emedialaw.com/">eMediaLaw</a> blogger <a href="https://twitter.com/traviscrabtree">Travis Crabtree</a> or <a href="https://twitter.com/beingkatie">Katie Sunstrom</a>, and service professionals like <a href="https://twitter.com/hpdarchitecture">Laura Davis</a> (architect) and <a href="https://twitter.com/blogging4jobs">Jessica Merrell</a> (HR). All of these people have a strong communities around them in social media, some with more followers than others. Here is a <a href="http://www.hingemarketing.com/blog/story/33_professional_services_leaders_worth_following_on_twitter">pretty good list</a> of service professionals you can check out as well.</p> <p>Social media which is well planned an implemented can be advantageous for niche topics. A <a href="http://www.hubspot.com/lead-generation-tips">research report</a> by Hubspot showed that B2C customers who use Twitter generated two times more leads than those without a Twitter account. Twitter users with several hundred followers had approximately twice as many leads as Twitter users with followers in the double digits. A recent post by Gini Dietrich <a href="http://spinsucks.com/communication/content-marketing-get-new-content-without-tons-of-work/">breaks down the numbers</a> from that study further.</p> <p> </p> <h2>Social Media for Service Companies</h2> <p>In order to explore how service companies can succeed using social media, we invited a panel of experts who specialize in working with these types of clients to share their secrets with us at the <a href="https://www.facebook.com/HoustonSocialMedia">Social Media Breakfast in Houston</a>. We were lucky to have <a href="https://twitter.com/googleismybf">Nicole Buergers</a>, Marketing Manager for <a href="http://www.topspotims.com/blog/">TopSpot Internet Marketing</a>, who puts together social strategies for Industrial and B2B companies; <a href="https://twitter.com/hollinden">Christine Hollinden</a>, who runs a <a href="http://www.hollinden.com/blog">marketing firm</a> for professional services marketing; and <a href="http://www.twitter.com/StaceyEBurke">Stacey Burke</a>, a lawyer who specializes in marketing for law firms (pictured below from L to R next to Zoetica’s Kami Huyse) to share what they are doing for clients who are the typical Business to Consumer (B2C) focus.</p> <p> </p> <p><a href="https://zoetica.wpenginepowered.com/wp-content/uploads/2013/08/SMBHOU-Boring-Brands-Rebus-Agency.jpg"><img decoding="async" style="background-image: none; padding-top: 0px; padding-left: 0px; display: inline; padding-right: 0px; border-width: 0px;" title="SMBHOU Boring Brands Rebus Agency" src="https://zoetica.wpenginepowered.com/wp-content/uploads/2013/08/SMBHOU-Boring-Brands-Rebus-Agency_thumb.jpg" alt="SMBHOU Boring Brands Rebus Agency" width="397" height="397" border="0" /></a></p> <p> </p> <h2>5 Social Media Strategies for Service Companies</h2> <p>The panel yielded some very interesting insights, tips and tools on this topic that are worth distilling and sharing here (<a href="https://docs.google.com/spreadsheet/ccc?key=0AmQG4umQvQrCdHplVW1pV0NRY3NRMkdRdW5uNFNmR3c&hl=en_US#gid=14">full transcript here</a>). We have taken what the panelists said and added some thoughts and observations below. You can also check out Mandy Graessle’s (<a href="http://twitter.com/favouritethings">@favouritethings</a>) <a href="http://storify.com/favouritethings/smbhou-b2b-com?utm_content=storify-pingback&awesm=sfy.co_sCMe&utm_medium=sfy.co-twitter&utm_campaign=&utm_source=t.co">curation of the event</a> on Storify, another great tool for service companies to use as they share on social media platforms.</p> <p> </p> <h3>Pick Your Battles</h3> <p>It's better to select what you can reasonably take on, and do it well, then to do a lot of things halfway. During the panel, <a href="https://twitter.com/hollinden">Christine Hollinden</a> emphasized this for service professionals and companies. When you are doing social media for B2B it is sometimes better to determine who you want to reach and pick the social networks and tactics based on where that audience is most prevalent. Moreover, you need to pick something that makes sense based on your time and resource limitations. If you are a recruiter, LinkedIn may make more sense, if you are a lawyer <a href="http://www.slideshare.net/">SlideShare</a> might fit in with your workflow better. If you are a busy executive, maybe quick YouTube videos that can be embedded on the website, blogs and social sharing sites are more suitable.</p> <p> </p> <h3>Create Smart Content</h3> <p>One of the hardest things for busy lawyers, industrial companies and service professionals to do is create compelling content, and to find the time to do it regularly. It is a challenge, but it can be overcome with a content strategy and persistence. <a href="http://www.twitter.com/StaceyEBurke">Stacey Burk</a> works with busy lawyers who charge by the hour. However, lawyers often speak at industry events, make PowerPoint presentations and write papers. She works with her clients to repurpose previous and current presentations to spin out multiple blog posts and other content. Using SlideShare, she can also help a lawyer build up a library of work showcasing their expertise. Most companies have content that could be re-written and repurposed for social media, especially as blog posts and in Facebook. If you have brochures, whitepapers, or other kinds of text heavy information, you can have it broken down and create graphics to make boring information visually appealing. One great tool for making quick social media visualizations is <a href="http://visual.ly/">Visual.ly</a>. Here are a list of <a href="https://www.diigo.com/user/kamichat/Visualization%20CoolTools?sort=updated">visualization tools</a> we have curated over time. When no one is cooperating, Christine Hollinden recommends guerrilla tactics to get content from your team. She shows up with a notepad, recorder and cookies (the eating kind) to get the content she needs.</p> <p> </p> <h3>Make It Easy to Share</h3> <p>If you are taking the time and expense to create content, be sure people can share it. Many webpages and blogs have missing social sharing buttons or ones that are broken. Make it simple for your readers to share the content in their own networks. If you run a WordPress site you can use plugins like <a href="http://wordpress.org/plugins/sexybookmarks/">Sharaholic</a> or the <a href="http://wordpress.org/plugins/digg-digg/">Digg Digg</a>. But even without WordPress, you can spend relatively little money to hire a developer to make retrofit your website with social sharing capabilities. Don’t forget to add share buttons to your products and services if it makes sense. Here is an article that gives more detail on how to <a href="http://mashable.com/2011/03/11/add-social-sharing-buttons/">add buttons</a> to your site.</p> <p> </p> <h3>Take Credit</h3> <p>If you have taken the time to put together a blog for your company, <a href="https://twitter.com/googleismybf">Nicole Buergers</a> reminded everyone to make sure to have all of your team apply for <a href="https://plus.google.com/authorship">Google Authorship</a>. They will all need to have a Google+ account and then link to the blog from the Google+ account and to the Google+ account from the blog. Here is a great post from Kissmetrics that describes the process to <a href="http://blog.kissmetrics.com/google-authorship/">set up Google Authorship</a> in detail. Here is another post by Social Media Today which describes how to set up Google Authorship for multiple blog authors. According to one test, this kind of “Rich Snippit” info can <a href="http://www.catalystsearchmarketing.com/how-rich-snippets-can-improve-your-ctr/">increase clicks by as much as 150%</a>, but it does take time.</p> <h3>Show That You Care</h3> <p>But don’t take too much credit. Remember the <a href="https://www.google.com/search?q=the+80%2F20+rule+in+social+media&oq=the+80%2F20+rule+in+social+media&aqs=chrome.0.69i57j0j69i62l3j69i64.5251j0&sourceid=chrome&ie=UTF-8">often cited</a> 80/20 rule of social media, which states you should only post about yourself or your company 20 percent of the time, and about others the other 80 percent. Don’t always promote yourself, but look for ways to showcase your community. For example, <a href="https://twitter.com/EricTTung">Eric Tung</a> in Houston authored a post listing the <a href="http://ericttung.com/2013/06/13/top-100-social-media-power-influencers-in-houston-2013/">Top 100 Social Media Power Influencers in Houston</a>, as a way to connect a with other social media experts in his local market. Since Eric generally was connected at the national level, this was a way for him to make inroads locally. Consider how your company can serve your community, be it international or local. Do you have data you could share? Could you conduct research that would be interesting to a wider audience in your field? Can you organize a local meet up over breakfast or lunch to discuss issues then publish what you learn together, like in this post? Stacey particularly emphasized that you need to humanize yourself and show people that you care about others in your industry.</p> <p> </p> <p>These five takeaways were not all that was discussed, you can check out the <a href="https://docs.google.com/spreadsheet/ccc?key=0AmQG4umQvQrCdHplVW1pV0NRY3NRMkdRdW5uNFNmR3c&hl=en_US#gid=14">full transcript here</a>. So, what are your tips be for companies and individuals in B2B businesses that are not the most compelling? We would love to see your comments.</p> <p> </p> <p><strong><em>Photo Credit: From the Rebus Agency </em></strong><a href="http://instagram.com/therebusagency"><strong><em>http://instagram.com/therebusagency</em></strong></a></p>  </div><footer class="entry-footer"><p class="entry-meta"><span class="entry-categories">Filed Under: <a href="https://www.zoeticamedia.com/category/community/smbhou" rel="category tag">#SMBHOU</a>, <a href="https://www.zoeticamedia.com/category/socialmediatactics" rel="category tag">SocIal Media Tactics</a></span> <span class="entry-tags">Tagged With: <a href="https://www.zoeticamedia.com/tag/business" rel="tag">business</a>, <a href="https://www.zoeticamedia.com/tag/social-media" rel="tag">social media</a></span></p></footer></article><section class="author-box"><img alt='' src='https://secure.gravatar.com/avatar/99757b2380bc2215cbe79ed1970bdd49?s=70&r=g' srcset='https://secure.gravatar.com/avatar/99757b2380bc2215cbe79ed1970bdd49?s=140&r=g 2x' class='avatar avatar-70 photo' height='70' width='70' decoding='async'/><h4 class="author-box-title">About <span itemprop="name">Kami Huyse</span></h4><div class="author-box-content" itemprop="description"><p>Kami Watson Huyse, CEO of Zoetica, is passionate about great communication. Working in Public Relations since 1994, and blogging since 2005, she has seen trends come and go, but one thing has stayed the same – people are looking for ways to authentically connect. She loves to connect with readers, so leave a comment or <a href="https://twitter.com/kamichat">follow @kamichat</a> on Twitter and connect there.</p> </div></section><div class="entry-pings" id="comments"><h3>Trackbacks</h3><ol class="ping-list"> <li id="comment-3445" class="pingback even thread-even depth-1"> <article id="div-comment-3445" class="comment-body"> <footer class="comment-meta"> <div class="comment-author vcard"> <b class="fn"><a href="http://sazbean.com/2013/09/21/top-internet-marketing-strategy-links-week-september-16th-2013/" class="url" rel="ugc external nofollow">Top Internet Marketing Strategy Links for the Week of September 16th, 2013 - Sazbean</a></b> <span class="says">says:</span> </div> <div class="comment-metadata"> <a href="https://www.zoeticamedia.com/how-unexciting-brands-can-rock-social-media#comment-3445"><time datetime="2013-09-21T14:01:46-05:00">September 21, 2013 at 2:01 pm</time></a> </div> </footer> <div class="comment-content"> <p>[…] How Unexciting Brands can Rock Social Media (Zoetica Media) […]</p> </div> </article> </li> <li id="comment-3578" class="pingback odd alt thread-odd thread-alt depth-1"> <article id="div-comment-3578" class="comment-body"> <footer class="comment-meta"> <div class="comment-author vcard"> <b class="fn"><a href="http://www.tiaribary.com/2013/10/29/how-unexciting-brands-can-rock-social-media-zoetica-media/" class="url" rel="ugc external nofollow">How Unexciting Brands Can Rock Social Media – Zoetica Media | R&A Systems Organization - Virtual Assistant - Office Management</a></b> <span class="says">says:</span> </div> <div class="comment-metadata"> <a href="https://www.zoeticamedia.com/how-unexciting-brands-can-rock-social-media#comment-3578"><time datetime="2013-10-29T18:17:16-05:00">October 29, 2013 at 6:17 pm</time></a> </div> </footer> <div class="comment-content"> <p>[…] See on <a href="http://www.zoeticamedia.com" rel="ugc">http://www.zoeticamedia.com</a> […]</p> </div> </article> </li> <li id="comment-4420" class="pingback even thread-even depth-1"> <article id="div-comment-4420" class="comment-body"> <footer class="comment-meta"> <div class="comment-author vcard"> <b class="fn"><a href="http://socialmediastrategyplan.net/think-you-cant-survive-on-social-media-16-tips-to-make-your-boring-weird" class="url" rel="ugc external nofollow">Think You Can’t Survive on Social Media? 16 Tips to Make Your Boring, Weird … | Social Media Strategy Plan</a></b> <span class="says">says:</span> </div> <div class="comment-metadata"> <a href="https://www.zoeticamedia.com/how-unexciting-brands-can-rock-social-media#comment-4420"><time datetime="2014-04-10T09:36:55-05:00">April 10, 2014 at 9:36 am</time></a> </div> </footer> <div class="comment-content"> <p>[…] the 80/20 rule: When posting on social media, it’s important to follow the 80/20 rule – only post about your brand 20% of the time, and 80% of content should be about something else. […]</p> </div> </article> </li> <li id="comment-6293" class="pingback odd alt thread-odd thread-alt depth-1"> <article id="div-comment-6293" class="comment-body"> <footer class="comment-meta"> <div class="comment-author vcard"> <b class="fn"><a href="http://technorati.com/is-social-media-serious-enough-for-serious-professions/" class="url" rel="ugc external nofollow">Is social media serious enough for serious professions?</a></b> <span class="says">says:</span> </div> <div class="comment-metadata"> <a href="https://www.zoeticamedia.com/how-unexciting-brands-can-rock-social-media#comment-6293"><time datetime="2014-06-09T16:36:02-05:00">June 9, 2014 at 4:36 pm</time></a> </div> </footer> <div class="comment-content"> <p>[…] brochures, or other forms of dense text that isn’t all that interesting, you can make it visually appealing for social media with the tool Visual.ly. With Visual.ly, you can turn this dry information into an eye-catching […]</p> </div> </article> </li> <li id="comment-11616" class="pingback even thread-even depth-1"> <article id="div-comment-11616" class="comment-body"> <footer class="comment-meta"> <div class="comment-author vcard"> <b class="fn"><a href="https://contentequalsmoney.com/think-you-cant-survive-on-social-media-16-tips-to-make-your-boring-weird-or-unsexy-brand-stand-out/" class="url" rel="ugc external nofollow">Think You Can’t Survive on Social Media? 16 Tips to Make Your Boring, Weird, or Unsexy Brand Stand Out</a></b> <span class="says">says:</span> </div> <div class="comment-metadata"> <a href="https://www.zoeticamedia.com/how-unexciting-brands-can-rock-social-media#comment-11616"><time datetime="2014-08-28T08:11:52-05:00">August 28, 2014 at 8:11 am</time></a> </div> </footer> <div class="comment-content"> <p>[…] the 80/20 rule: When posting on social media, it’s important to follow the 80/20 rule – only post about your brand 20% of the time, and 80% of content should be about something else. […]</p> </div> </article> </li> </ol></div></main><aside class="sidebar sidebar-primary widget-area" role="complementary" aria-label="Primary Sidebar"><section id="enews-ext-2" class="widget enews-widget"><div class="widget-wrap"><div class="enews enews-2-fields"><h4 class="widget-title widgettitle">Subscribe to get the newsletter and premiums</h4> <p>Enter your email to subscribe:</p> <form id="subscribeenews-ext-2" class="enews-form" action="https://app.convertkit.com/forms/766090/subscriptions" method="post" target="_blank" name="enews-ext-2" > <input type="text" id="subbox1" class="enews-subbox enews-fname" value="" aria-label="First Name" placeholder="First Name" name="first_name" /> <input type="email" value="" id="subbox" class="enews-email" aria-label="E-Mail Address" placeholder="E-Mail Address" name="email_address" required="required" /> <input type="submit" value="Subscribe me!" id="subbutton" class="enews-submit" /> </form> </div></div></section> <section id="simple-social-icons-2" class="widget simple-social-icons"><div class="widget-wrap"><ul class="aligncenter"><li class="ssi-linkedin"><a href="http://www.linkedin.com/in/kamihuyse" target="_blank" rel="noopener noreferrer"><svg role="img" class="social-linkedin" aria-labelledby="social-linkedin-2"><title id="social-linkedin-2">LinkedIn</title><use xlink:href="https://zoetica.wpenginepowered.com/wp-content/plugins/simple-social-icons/symbol-defs.svg#social-linkedin"></use></svg></a></li><li class="ssi-rss"><a href="http://feeds.feedburner.com/communicationovertones" target="_blank" rel="noopener noreferrer"><svg role="img" class="social-rss" aria-labelledby="social-rss-2"><title id="social-rss-2">RSS</title><use xlink:href="https://zoetica.wpenginepowered.com/wp-content/plugins/simple-social-icons/symbol-defs.svg#social-rss"></use></svg></a></li><li class="ssi-twitter"><a href="https://twitter.com/kamichat" target="_blank" rel="noopener noreferrer"><svg role="img" class="social-twitter" aria-labelledby="social-twitter-2"><title id="social-twitter-2">Twitter</title><use xlink:href="https://zoetica.wpenginepowered.com/wp-content/plugins/simple-social-icons/symbol-defs.svg#social-twitter"></use></svg></a></li></ul></div></section> <section id="search-3" class="widget widget_search"><div class="widget-wrap"><form class="search-form" method="get" action="https://www.zoeticamedia.com/" role="search"><input class="search-form-input" type="search" name="s" id="searchform-1" placeholder="Search this website"><input class="search-form-submit" type="submit" value="Search"><meta content="https://www.zoeticamedia.com/?s={s}"><label class="apbct_special_field" id="apbct_label_id29200" for="apbct__email_id__search_form_29200">29200</label><input id="apbct__email_id__search_form_29200" class="apbct_special_field apbct__email_id__search_form" autocomplete="off" name="apbct__email_id__search_form_29200" type="text" value="29200" size="30" apbct_event_id="29200" maxlength="200" /><input id="apbct_submit_id__search_form_29200" class="apbct_special_field apbct__email_id__search_form" name="apbct_submit_id__search_form_29200" type="submit" size="30" maxlength="200" value="29200" /></form></div></section> <section id="text-8" class="widget widget_text"><div class="widget-wrap"><h4 class="widget-title widgettitle">About Zoetica</h4> <div class="textwidget"><a href="https://zoetica.wpenginepowered.com/wp-content/uploads/2017/06/cropped-zoetica_square.png"><img class="size-full wp-image-2156 alignright" alt="Zoetica Swish Small" src="https://zoetica.wpenginepowered.com/wp-content/uploads/2017/06/cropped-zoetica_square.png" width="72" height="70" /></a>Welcome to Zoetica! We are an experienced team of communicators led by Kami Huyse who are dedicated to teaching you how to bring your communication to life with sound strategy, community building and solid success measures. 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