Social Media

Marketers in general know social media; many are experts. What is less known is the plethora of social media tools and the diversity of expert opinion as to which tools are the best.

Social media channels

I’ll limit the list to the five major channels. There are many more which I won’t mention lest I omit channels some marketers love and praise.

Facebook. With a user base approaching 2 billion, you cannot ignore Facebook. Its major problem for B2B marketers is reach. Posts published on your Newsfeed will only reach 4% of people who have liked or follow your page. The better alternative is targeted Facebook advertising, and Promoted Posts.

Twitter. Recent reports suggest that Twitter is in decline. It is still the favourite channel for many marketers who are savvy enough to use social media tools associated with Twitter. These tools include TweetDeck,,,, Pocket, and

LinkedIn. This is the channel where company staff and decision makers hang out. It is the best social media channel for B2B vendors who want to find and promote their business to potential clients. Set up a Company Page and a Showcase Page to create awareness of your business. Also join relevant LinkedIn groups.

Pinterest. This is a channel for visual marketing. It is probably more successful for B2C purposes than B2B.

Instagram. This channel is growing exponentially in popularity. Use it to create awareness using visual displays.

Social Media Tools

There are hundreds upon hundreds of social media tools. If you search for recommendations, you strike a battlefield of diverse opinions.

Before I refer to the experts, there are a few tools that are  particularly suitable for creative B2B marketers.

  • LinkedIn Sales Navigator. Use it to find company decision-makers.
  • LinkedIn Elevate. Companies use this tool for sharing, organizing, and measuring post reach published on other channels.
  • Socedo. This tool is good for B2B demand generation. It also identifies new prospects on Twitter.
  • Sumo. Its Welcome Mat is a well-known opt-in pop-up. You can also use it for creating social sharing buttons.
  • Wordswag. A mobile app for turning ideas, quotes, and content into images.
  • Apart from shortening links, it offers campaign performance data and shows which channels bring the most traffic.
  • Vennpage. An application for creating visual content and Infographics.
  • Animoto. A source for templates, themes, and stock music.
  • Ripl. A program for creating animated visuals.

Apart from these social media tools, the ones most frequently mentioned on the Internet include BuzzSumo, BuzzFeed, Hootsuite, Buffer, Post Planner, and Canva.

Expert Opinions

Let’s just quote a few expert opinions. Follow their links if you wish to find their comments and vendor references.

Social Media Examiner

Everypost | Hootsuite |Buffer | SocialOomph | Sprout Social.

Chatty People | Buffer | Brand24 | Edgar | Bundlepost | Nuzzel | Social Clout | AgoraPulse | Nuvi | FollowerWond | Feedly | Inkybee | Adobe Post | Sendible | Person App | Openr | Socedo | Babbly.

Jeff Bullas

Hootsuite | Agora Pulse | Social Oomph | EveryPost |  Sprout Social | Crowd Booster | Edgerank Checker  SocialBro  Tailwind | Buffer | Oktopost | MeetEdgar | IFTT | Tweepi | Socedo | SocialFlow.

Quuu | Panda 5 | Zest | Yotpo | Refind | Adobe Spark | Rocketium | Pixabay 2.0 | Gifs | Calendar X | Regrandly | Yala | PostReach | Reveal | Ghost Browser | Engage by Twitter | Snaplytics | Intelliflience | Waaffle | | Respond 2.0.

Best Social Media Practices

I have included a list of services I can perform as a Social Media writer. Read it as an example, there are many variations for successful social media campaigns.

Create a content-rich website and update it regularly with new content. Do not make the content self-centered and overly promotional. Once published, consider the following add-on activities.

  • Insert an RSS feed button so people can subscribe to your content.
  • Place social media buttons on your website that enable people to share your content on social media channels.
  • Bookmark the content and distribute to at least 10-15 different sites. To do this, you can use a site site like
  • Ensure that online and print advertisements comply with defined objectives and target them to a well-defined audience. Facebook has the most advanced targeting options of any advertising platform.
  • Create and publish posts on Facebook, Twitter, LinkedIn and possibly Google+. This can be a short post that introduces the topic and links to the full content published on your website. A link for more information placed at the end of the content can link to an opt-in or sales page.
  • Post similar posts to Facebook and LinkedIn groups in which you are a member.
  • Tweet with a link to the website content and repeat it 3-4 times in a day.
  • Write a post on one or more relevant blogs or forums with a link back to the website content. Accept any opportunity to to write a guest post on relevant blogs or forums.
  • Find “influencers” on Facebook and LinkedIn. Contact the person, introduce the content and ask if they can share or post it on their website or blog. Your objective is to acquire mentions to build a reputation as an authority.
  • Email your list and promote the content.
  • Re-purpose the content and turn it into a video, slide share presentation, or podcast and publish to relevant sites like YouTube and SlideShare.

Refer to my blog post titled “The Power of Converged Media” for more information on how to optimize social media content.