This continues the previous article, where we shared examples of B2B companies successfully using official Facebook and Twitter (now X) accounts. Today, let’s look at how social media—typically seen as a personal space—can also be leveraged for business.
Even Facebook, often viewed as a platform for personal interests, can be surprisingly effective for work.
Firstly, some people use Facebook almost entirely for business, posting content similar to that of a company account—like updates on new products, customer success stories, company achievements, and events. The main difference from a corporate account is that these posts come from an individual perspective. Instead of formal announcements, these posts might say, “I met with this client today!” This approach is common among sole proprietors, startup founders, and small-to-medium business owners.
On the other hand, most people use personal Facebook for non-work topics like food, travel, sports, and family. You might wonder, how could that possibly be useful for B2B?
For those in sales, connecting with someone on social media after exchanging business cards helps maintain the relationship. If you only met them once, you might forget each other after a few months. But by connecting on Facebook, regular posts—whether about gourmet food or hobbies—help keep you in each other’s minds.
Moreover, these connections can reveal surprising commonalities or unexpected sides of people you only know professionally. A serious executive at work might turn out to be a friendly, approachable person on Facebook, sharing photos of family gatherings or favorite dishes. Sometimes, you might discover shared hobbies, favorite restaurants, or even a shared hometown with a business contact.
At the end of the day, even B2B interactions are human-to-human. Showing a more personal side can strengthen business relationships.
Rather than dismissing social media as ineffective for B2B, give it a try and explore different ways to connect.
