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How Appian developed and delivered a successful business-to-business social media strategy

Author

Listed:
  • Khodarahmi, Ehsan

    (Social Media Manager, Appian Europe Ltd, 20 Fenchurch St, London, EC3M 8AF, UK)

Abstract

To develop a social media strategy that delivers results, organisations must consider how they will interact and engage with their target audience. This requires building a solid infrastructure through strategic organic social media management and a systematic advocacy programme for brand awareness and content engagement purposes. It is also important to incorporate paid social media in the mix to expand reach, build brand awareness and improve social selling and lead generation. This article explains how Appian, a cloud computing and enterprise software company, increased social media operational efficiency by more than 40 per cent and reduced costs in less than two months, while improving performance across key measurements.

Suggested Citation

  • Khodarahmi, Ehsan, 2023. "How Appian developed and delivered a successful business-to-business social media strategy," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 11(1), pages 30-42, June.
    • Handle: RePEc:aza:jdsmm0:y:2023:v:11:i:1:p:30-42
    as

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    More about this item

    Keywords

    B2B social media strategy; content marketing; B2B influencer marketing; corporate communications; employee advocacy; marketing communications;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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