By creating an interactive and entertaining social environment, your social media pages will drive engagement with your current and future customers.

1. B 2 B M A R K E T I N G E B O O K
HowtoBuild
Effective
SocialMediaAccounts

2. ■ 93% of US adult Internet users
are on Facebook.2
■ 1 out of every 8 minutes online
is spent on Facebook.3
■ 49% of people use Facebook
to share content.4
■ More than 1⁄ 2 of active Twitter
users follow companies, brands
or products on social networks.5
■ 79% of US Twitter users are
more likely to recommend brands
they follow.5
■ 67% of US Twitter users are more
likely to buy brand they follow.5
K E Y S TAT I S T I C S
Socialmediaamplifiesyourcontent,
yourwebsiteandyourbrand.
■ More than 1⁄ 2 of active Twitter
users follow companies, brands
or products on social networks.
■ 79% of U.S. Twitter users are
more likely to recommend brands
they follow.
■ 67% of U.S. Twitter users are more
likely to buy brand they follow.
■ LinkedIn generates more
leads for B2B companies than
Facebook, Twitter or blogs individually.
Yet only 47% of B2B marketers say
they are actively using
LinkedIn vs. 90% on Facebook.
■ 93% of U.S. adult Internet users
are on Facebook.
■ 1 out of every 8 minutes
online is spent on Facebook.
■ 49% of people use Facebook
to share content.
K E Y S TAT I S T I C S
Itallowsforyoutoestablishandfosteramore
personalrelationshipwithyourpotentialcustomers,
andwhendonecorrectly,cangeneratewebsitetraffic,
inbound links, and leads for you. Social media has
become a major part of consumer culture, and it is
time for you to capitalize on it.
Socialmediaproducesalmostdouble
themarketingleadsoftradeshows,
telemarketing,directmail,orPPC.
PPC
directmail
telemarketing
tradeshows
socialmedia
8 10out
of
– –
Socialmediasites
andblogsreach
U.S.Internetusers
andaccountfor
ofalltime
spentonline.
27%

3. ■ Social media amplifies your reach,
improving your Internet presence
and reputation.
■ When set up properly, your Twitter
and Facebook pages can become
effective pieces of your lead
generation strategy.
■ Social media is one of your
most powerful content
distribution channels.
K E Y S TAT I S T I C S
Socialmedia
Infact,socialmediacomeslast–youneedtodiscoveryourvoicethroughbloggingandhaveakey
wordstrategyfirst.Socialmediaassumesyouhavecontenttoshareorsomethingtosay,soconsider
youroverallinboundmarketingprocessbeforeyoufocusinonyoursocialmediamarketingstrategy.
isapowerfultool,butcannotstandalone
asaninternetmarketingsolution.
Bycreatinganinteractiveandentertainingsocial
environment,yoursocialmediapageswilldrive
engagementwithyourcurrentandfuturecustomers.

4. ■ Star your customer’s best
testimonials and put them
on your “favorites” tab.
Direct people who have
questions about your company
or product to your favorites page.
■ By answering questions about
your industry directly, you increase
your credibility.
By answering their questions,
they are 59% more likely
to follow you.
■ Any requests or complaints for
support should be responded
to promptly and accordingly.
■ You can generate 4x more retweets
simply by requesting for them.
50% of retweets contain links.
■ Set up a separate event sign-up
pages for any events that you
want people to tweet-up for.
■ The average twitter user sends
out 22 tweets per day.
■ Tweet links to:
Landing pages.
Blog posts.
Promote new tools and apps
K E Y S TAT I S T I C S
Businessresponsescanestablisharelationshipwiththepersonasking
thequestion.Whenbusinessesrespondtosomeone’sTwitterquestion,
thatpersonislikelytofollowthebusinessandmorelikelytomake
apurchase.
FollowBack
Yourfollowersshouldbeabletoeasilysharewhateverreactionsthey
haveaboutyourblogposts,offers,andcompanynewssomorehype
andtrafficstarttobuzzaroundthesematerials.
Your
presenceshouldbetransparent
andconvenient.
12%
29%
59%
Likelihood
ofFollowing
You
As Likely
Less Likely
More Likely
12%
24%
64%
Likelihood
ofPurchasing
FromYou
As Likely
Less Likely
More Likely

5. ■ Twitter users who fill out their bio
have over 6x as many followers
than those that do not.
■ Use non-diminutive words such
as “expert” or “guru” that show
your authority and expertise for
your job description.
People who use these kinds of
words for their job description
average 100 more followers
than those people that use
business jargon for job
description.
■ Set up a page that lists all
twitter handles of employees
in your company.
■ Those who put links to their blog,
company website, and other
social networks on their twitter
have 6x more followers than
those that don’t.
K E Y S TAT I S T I C S
Itisimportantforyou
toestablish
arelatively casual
atmosphereonyourtwitteraccount;
itwillcreateamoreinformal,yetpersonable
andcomfortablerelationshipwithpotential
customersthatencouragethemtoengage
withyouoften.
Setupyourtwitterhandle
topromoteyourbrand.
Follow Me
...
Follow Me
...

6. K E Y S TAT I S T I C S
■ Connect with journalists and
bloggers who cover your industry.
■ Leave comments on influencer’s
articles.
■ Use your original content as an
outreach tool.
■ Do not follow too many
people at once.
■ Your following: follower ratio
will look imbalanced.
Followingthoughtleaderswillhelpyou
findtheinspirationforyourowncontentcreation,
whilealsoprovidingyouwiththechancetoget
intouchwithactiveconsumersinyourindustry.
Twitterhasastrongpresence
ofearlyadopterwhotendto
bethefirsttopurchasethe
newestproducts.
Theydependonthese
industryexpertstomake
thatpurchasingdecision.

7. K E Y S TAT I S T I C S
■ Only 1 percent of LinkedIn users
drive 26 percent of the site's traffic,
meaning is has an active community
that is extremely involved and open
to networking opportunities
■ While LinkedIn only drives 14%
of social media traffic compared to
Facebook's 54%, the professional
social network has a higher
conversion rate and is more
effective for B2B conversions
■ 83% of B2B marketers use LinkedIn
to distribute content
Withanaudienceof
LinkedInisthesocialplatformforbrands
toimpressfellowbusinessmen.
200millionusers,
Withover28millionuniquemonthlyvisitors,LinkedInisthemostbusiness-focusedsocialmedia
platformforprofessionals.SinceLinkedInfostersanatmosphereconducivefornetworking,
professionalsandbrandsshouldoptimizetheirprofilesforbusiness-to-businessconversions.
YouAreNotAlone
Onsocialnetworkingsites
likeFacebook,yourfriendsand
familyareyourmainaudience.
Thereisincrediblepotentialto
networkwithnewbusinesses
andinfluencersonLinkedIn.
25%
OnLinkedIn,
coworkersonly
accountfor
ofyourprofile
pageviews
75%
Theother
areindustryprofessionals,
recruiters,networkers,
andmuchmore!

8. K E Y S TAT I S T I C S
■ 61% of LinkedIn users use it for
industry networking; 55% use it for
networking with co-workers.
■ 55 million. Number of LinkedIn
users in the US; 22.5 million
are aged 35-64.
■ 326 million. Number of minutes
spent on LinkedIn each month by
U.S. users.
YourstrategyforLinkedInshouldnotfocussolely
onwhowillbeviewingyourB2Bcompanyprofile,
butoptimizingyourbrandpresenceforthewho’swho.
LinkedInhasmoreeducatedprofessionalsthanany
othernetwork.Hightech,financeandmanufacturing
sectorscomprisethebiggestworldwidepresence.
strongest
socialmediachannel
LinkedInisthe
fordrivingpageviews
1 4in– –
professionals
hasapresence
onLinkedIn
59%
male
41%
female
LinkedInusers
aretypically
college
educated,
middle-to
upper-class
andwith
nokids.
WHOareLinkedInUsers?

9. ■ Create and treat your welcome
page like a landing page.
Push for a “like” or
an email address.
■ Set up Custom Tabs for resources
(email newsletters, blogs, etc.) using
the FBML application.
Shares company info
in a more compelling way.
■ If you are a single location business,
set up a “places” page.
Can use “place” page
deal feature.
■ Add useful applications such
as Discussions Boards and
YouTube Video Box.
More interactive and engaging.
K E Y S TAT I S T I C S
Theformatofyourpageshouldfirstbefocusedoncreatingan
engagingenvironmentforyourfans,whichwhenexecuted
properly,willresultingeneratingandcollectingmoreinformation
aboutyourleads.Beascreativeaspossible,anddeterminewhich
activitiesorappswouldbestsupplementyourcompany’sbrand.
Peoplehaveprofiles;
brandshavepages.
pagesmustbeasinvitingaspossible.

10. ■ To increase your Facebook
exposure, you need to design
offers and content that will
motivate people to “like”
or share your page.
90% of consumers trust
peer recommendations.
■ Posts with the word “video” in
them are shared 30% more
on Facebook than posts that
do not.
■ Posts that use buzzwords or
business jargon like “optimize”
significantly decrease the number
of fans for a Facebook page.
These pages have 100 fans,
as opposed to the average
page with 624 fans.
■ Posts with digits in the title tend
to be shared more often.
■ Lists using words like “top”
make tremendously successful
Facebook posts.
K E Y S TAT I S T I C S
GettingActive
withaBrand
(PercentofRespondents)
theywillneedenticing
materialsandregularposts.
For yourcustomersandprospectstofind
engaging,
yourFacebookpage
24%
Percent of those who
produced content in
order to participate
in a contest held by
a brand
23.6%
Percent of people who
have downloaded a
branded app on their
mobile device
70%
Percent of those who
participated in a
brand-sponsored
contest or sweepstakes

11. ■ The most frequently used activity
for young Facebook users is
wall posts.
Focus on social aspect
(invites, graffiti, etc.)
■ The older Facebook demographic is
more interested in using Facebook
for themselves.
Most frequent activities:
liking pages, using apps, etc.
■ Share original content
60% of links shared
on Facebook are
published content.
Additional 36% of shares
were embedded content.
■ Put like or recommend buttons
at the top of the blog article.
Community will build up
a reputation for the article
by “liking” the content.
■ Post articles on the weekend.
51% of American companies
block Facebook at work.
K E Y S TAT I S T I C S
Byencouragingdiscussionsonyour
Facebookwall,youwillbefostering
acommunityinwhichyournewest
visitorsinteractwithyourmost
dedicatedandloyalcustomers.
Indoingso,yourexistingcustomer’s
excitementtoshareandinteractwith
yourmaterialandpagecouldimpact
yourmorecasualfans’decisionto
purchaseyourproduct.
YourFacebookpageshouldbethe
launchingpointtoyourB2Bwebsite,
blog,andconversionoffers.
TEENS TWENTIES THIRTIES FORTIES FIFTIES
Number of Friends
Number ofWall Posts
Number of Interests Listed
Number of Quotes Listed
Number of Books Listed
Number ofTelevision Listed
Number of Activities Listed
FACEBOOK USERTRENDS BY AGE

12. NeedanInboundLift?
If you’re looking for an agency that can get your B2B content marketing ideas off the ground, look no further.
Give Billy Mitchell a call at 800-265-1244, ext. 227, or reach him online at @mltcreative.com.
Hurry up, though. We can’t wait to get started.
The MLT Creative team brings decades of B2B marketing experience
to building your brands and business. We craft winning programs with
results that matter.
MLTCreativeisanAtlanta-basedB2Bmarketingagency.Foundedbypartners
Billy Mitchell and Glenn Taylor, we are known as the Idea Launch Pad™
for
B2B marketers. MLT Creative services include B2B Content Marketing,
B2B Marketing Strategy, B2B Digital Campaigns, and B2B Design / Branding.
4020 East Ponce de Leon Avenue
Clarkston, GA 30021
www.mltcreative.com
Phone: (404) 292-4502
Fax: (404) 292-4480