Gaining and Connecting with Followers
For three years, I worked to build social followers at GE Intelligent Platforms. The goal was to generate awareness and drive engagement of our key messages. We defined engagement as likes, shares, retweets, comments, post clicks, mentions and favorites. We wanted our followers to get excited and share our passion, retelling our message to their networks. Social is all about networks of networks. We experimented with different types of posts and new ways to use social. We added some promotion dollars to expand our audience but mostly relied on organic growth.
The results were fantastic. We operated in the industrial space where many believed the conservative professional wouldn’t engage. It was a journey, but we showed our leadership the power of social in our B2B market. Company strategy changed late 2015 and we migrated many of our followers to other social handles where we continue to explore ways to use these powerful marketing tactics.
