B2B Voices

Thoughts on B2B marketing and PR in the new age…

What Does Twitter’s IPO Mean for B2B Communicators?

Recent news of Twitter’s IPO have many stakeholders in social media wondering what’s next. In fact, we should see the IPO filing today or tomorrow according to Quartz. If you plan to read the entire filing, here are five things BuzzFeed says you should look for when going through it. There’s already been lots of speculation on what future Twitterwill be, from an emphasis on users to search. There was even a plea for Twitter to just stay weird.

Twitter recently upgraded its mobile app, but what's next post IPO?
Twitter recently upgraded its mobile app, but what’s next post IPO?

So where does this pending IPO leave B2B companies? Some things could change, some may not. Here are three important things B2B communicators need to keep an eye on in the next year.

Advertising. Everyone will be looking very closely at advertising revenue from Twitter’s filing. One thing I hope the company does is put more of a focus on B2B companies and helping them find leads and develop targeted campaigns. While B2C companies (even unhappy airline customers) buy ads to sell new products, coupons and discounts, B2B companies that find value in a platform will invest for the long term and remain committed. LinkedIn is discovering this with its promoted posts. I hope that Twitter does as well.

Influencers. Twitter has already done several things to promote influencers; from verified accounts to a recommended list of people to follow. This FT story summarizes that fact pretty well. The good thing is that Twitter recognizes that its influencers give the platform credibility and an important trust factor. B2B companies need to keep finding ways to leverage what Twitter does here. In the coming year, B2B companies need to learn how to expand on Twitter’s success to be influential by both targeting key accounts and defining/redefining their own.

Expansion of services. No doubt, as a public company they will be pressed to expand services and offerings. This means M&A and there are plenty of attractive targets for Twitter to consider. Keep a careful eye on what they are buying now and will be buying. Personally  I would like to see more investment in analytics and search. While there are a number of free tools for Twitter analytics, I don’t find any of them very useful for B2B (hence, why they are free). As Twitter expands its efforts into advertising and mobile it would serve B2B marketers well to see deeper metrics and statistics to help us use Twitter better.

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