The results of the recently-published IEEE Engineering360 Media Solutions research report “2016 Social Media Use in the Industrial Sector” show how your audience of engineers and technical professionals uses social media. Although social media isn’t a primary channel for this group for researching work-related purchases, social media does have its place in the engineer’s work routine—and in your marketing mix.
Engineers and technical professionals are passive users of social media, which shouldn’t come as a surprise. Rather than creating, posting and sharing content on social media, or starting and participating in discussions, engineers prefer to read and watch. Their primary activities on social media are reading product reviews and industry news, researching suppliers, keeping abreast of new technologies, and watching videos. They are content consumers on social media, not content creators.
Your target audience’s preferences for consuming content should be a clear signal to you: social media channels are an effective way to promote and distribute content. Your audience’s behavior also aligns with the social media mandate: content is the nourishment that keeps your social media program alive.
Have you ever visited a company’s social media account and discovered it hasn’t been updated with fresh posts in months? No doubt you came away with a negative impression. It’s better not to have a social media presence at all than to have one you let die on the vine. On the other hand, if you keep posting fresh content to social media, your audience will consume it.
Promote Content on Social Media Channels
There are a number of ways to take advantage of social media in your content marketing efforts:
• Social media updates tend to be short and frequent. You wouldn’t post an entire white paper or press release on LinkedIn, Twitter or Facebook. Instead write a teaser and link to the full document, using social media to direct your audience to the content you are promoting.
• If a review of your product appears in the media, you should immediately be highlighting and linking to it on your social media accounts.
• Has your company scheduled an educational webinar, produced a new how-to video, or just published a new thought leadership article? This is the type of valuable content you should promote through social media.
• On video sharing sites, engineers like to watch how-to videos, tutorials and demos. Create an account on YouTube or another video sharing site and post product demos and how-to videos.
Integrate Social Media into your Marketing Plan
If social media is an integrated and essential component of your marketing plan, your marketing results should improve. More engineers and technical professionals will be exposed to your content and your brand, and you will continue to create a positive impression by keeping your social media channels active and a reliable resource for your audience to access the most up-to-date content you produce.
On the strategic level, map social media efforts to marketing and business objectives. On the tactical level, include social media links (such as LinkedIn, Facebook, Twitter, YouTube) on your website and in newsletters, and promote your social media presence within your established marketing programs. Finally, be sure to include social media as an integral component of your content marketing efforts.
Suppliers that have a presence on Engineering360.com can include their social media links within their company profile pages. This helps build awareness and relevancy for their social media efforts. Suppliers can also add video content to their Engineering360.com company profile.