Watch Now: This Week In Social - September 8th

As a B2B organization in the SaaS/Tech space, Riskonnect is currently laser-focused on growth on the LinkedIn platform. That’s where we’re generating most of the real leads/brand awareness that comes from our social media program (we generated 30 webinar sign ups via LinkedIn posts in June 2023). We also love the competitive insights that LinkedIn’s ‘Analytics’ page offers (something other platforms do not offer), where we can review our metrics vs that of the top 7 competitors in our space. 

We added 5 different LinkedIn Life pages for our LinkedIn page in August 2023 and I just recently added Product pages for all of our software solutions. So far, no leads gen via Product pages, but we’re going to use a test/learn model with those pages, to see if it’s better to link to our website, or do on-platform lead gen). 

If you want to see what we’re up to over at Riskonnect on LinkedIn, you can check us out here: https://www.linkedin.com/company/riskonnect-inc

We don’t feel that our community has made their way over to the TikTok platform yet, so while we do post short-form video, we mainly post it onto LinkedIn. 

We’re still leveraging Twitter (X platform), as many of our partners are active there. We haven’t begun to post on Threads, as it seems like our industry is still in the ‘Wait and see’ phase with that platform. 

On a personal level, I’m not a huge fan of TikTok, but I do love what many B2C brands are doing over on Threads. So, I do think there could be some opportunity for B2B on Threads in 2024. 
 

As a state dept of transportation, our main focus is on communicating timely public information. So, we don’t exactly use social media for marketing purposes, at least not in a traditional way. Our primary focus has and is currently X/Twitter for a variety of reasons. We’re not using Instagram or Threads (though we’ve claimed handles on them) and TikTok is banned for government agencies in my state (though I’ve claimed a name on there as well). We post to a Facebook Group, NextDoor, and a local subreddit, but Twitter is our main squeeze. 

As a B2B company in the health care consulting/advisory space, we are all-in on LinkedIn--I mean, it’s cool now right? 😁 Our audience is primarily health care organization decision makers (eg, c-suite, exec level), and we get way better engagement and interest there than on X/Twitter, so much so that it’s kind of a waste of my and my junior team member’s time to create differentiated content for X/Twitter. We actually plan to move away from X/Twitter by EOY or early 2024 so we can more fully put our efforts behind LinkedIn and some of its more interesting features (product pages, newsletters, etc).

While I think Instagram and TikTok could be a less academic/more “fun” way of showcasing our content and experts, I’m just not convinced our audience will utilize those channels to engage with us. Perhaps later in the future, as the generations currently using those as their main social media platforms start moving into more of those decision-maker roles? Never say never!

As a financial institution, we continue to get the most traffic and engagements on Facebook, but I still put a big focus on Instagram, especially Stories and Reels. 

Wow, thank you so much! I appreciate all the content this team publishes on a daily basis. It helps me so much!