I mean, it’s really hard. Much harder than social B2C. You know why? Because businesses may have social media accounts, but businesses aren’t the ones using those accounts. It’s people who use them, employees like you or me or the guy next door who sit down to manage the Facebook, Twitter, and LinkedIn accounts for their companies. And when they sit down to manage those accounts, they typically have one directive; “Send our content out.”
Businesses exist on social networks in order to spark engagement based on their own, in-house content. Generally speaking, they don’t exist to gather other businesses’ content in, unless that other content directly involves the company (in an @mention, for example, or in a post on the company’s Facebook page).
What this basically amounts to is the fact that when you engage in B2B marketing on social media, you’re really sending out content that you hope will be seen and registered by a marketing employee who’s not looking for it.
Like I said. B2B is hard.