It can be difficult to find a B2B Twitter account that isn’t just a constant stream of tweets that non-too-subtly promote that particularly company’s product. It’s usually the same thing over and over again, just phrased in a different way, with a link at the end directing you towards their blog. As useful as blogs can be, few people will bother to check yours out if you’re not making a concerted effort to engage with your followers as well.
Every now and then you find a B2B Twitter account that does try that little bit harder. It doesn’t take much to make that extra bit of effort, and if you do, the results could be significant. Here are some of the outstanding B2B Twitter accounts that other B2B companies could learn a social media lesson from.
1. Intel (@Intel)
Intel is a bit of a Twitter monster. With almost 1.2 million followers, it stands head and shoulders over other B2B Twitter accounts, and with good reason. Intel uses promoted posts to boost its Twitter profile, but that isn’t the only reason it’s so successful. The Intel Twitter account updates regularly and uses images to great effect. They draw you in to posts that are just asking to be retweeted, just not in an overt and unsubtle way. Intel also interacts with its followers from time to time which shows that there is a human face behind the account, instead an endlessly stream of robotic, scheduled tweets.
2. HubSpot (@HubSpot)
HubSpot updates its Twitter timeline regularly, so you are never left wondering: “what’s the point in following an account that doesn’t tweet for days at a time?” It also provides useful information to its followers with regular blogs and videos that aim to solve a problem or answer a question for the reader instead of just trying to sell something. It sprinkles a bit of personality on to its tweets to spice things up.
3. eMarketer (@eMarketer)
Combining good quality content with regular updates is a clear winner on Twitter. If you can do this you may rack up something close to the 125,000 followers eMarketer has on Twitter. eMarketer provides great insight into many different industries and businesses, including Twitter.
4. Kuno (@kuno)
Kuno may not have the humongous follower totals that HubSpot and Intel do, or tweet quite as much, but what it lacks in quantity it more than makes up for in quality. Kuno’s posts are always relevant and useful. You know that whenever it tweets something new that it’ll be worth reading. There is plenty to read as well. You can just take a look at their Twitter timeline and you’re guaranteed something will catch your eye.
5. General Electric (@generalelectric)
General Electric (GE) is a great example of a B2B company that sees the potential of Twitter and is grabbing it with both hands. If there is a form of media you can post to Twitter, GE has done it. At the time of writing, the last 10 or so tweets on its timeline contain YouTube videos, a photo of a jet engine undergoing ice testing and a Vine video. They make full use of all the utilities available on Twitter to try and figure out what works. The GE Twitter account also makes an active effort to engage with its followers by asking trivia questions and posting attractive infographics. In short, GE covers every base.
A B2B Twitter account is great way to engage with other businesses on Twitter. If used right, it is as good as advertising for free to hundreds of thousands of people. To achieve this ort exposure requires effort and hard work; you can’t just expect to obtain followers by repeatedly tweeting any old nonsense. Keep it focused on good content with a dash of personality and Twitter stardom will be your reward. You may even appear in a SiliconCloud blog someday.
