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

Ehsan Khodarahmi
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Ehsan Khodarahmi: Social Media Manager, Appian Europe Ltd, 20 Fenchurch St, London, EC3M 8AF, UK

Journal of Digital & Social Media Marketing, 2023, vol. 11, issue 1, 30-42

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.

Keywords: B2B social media strategy; content marketing; B2B influencer marketing; corporate communications; employee advocacy; marketing communications (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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