Different manufacturers and suppliers of products operating in different industries will often use completely different social media sites. However, when they use multiple sites simultaneously, they should publish information that is differentiated (or presented in a differentiated way) that is appropriate to the purpose of the social media site and the target group that is located on it.
Unfortunately, it often happens that all profiles in a given social media replicate the same information in terms of form and content.
For example:
a manufacturer of machines and devices e.g. industrial robots who equips production halls with them will be interested in directly reaching production directors and people making investment decisions in a given factory with product information rather than in typical image promotion. Therefore, they will probably focus on using the LinkedIn network bc data to build their own community and distribute substantive content rich in technical and utility information, which will make it easier for recipients to get to know the product and make purchasing decisions. Additionally, at the prospecting stage, they can use Sales Navigator to precisely identify their purchasing personas .about, for example, new implementations or participation in exhibition events, by publishing photos on Instagram, however, the use of this particular social medium will certainly be less intensive in this case;
a different situation can be found, for example, in the wedding fashion industry. Most wedding salons publish beautiful photos and videos promoting their wedding dress collections on Instagram, and the owners or employees of these salons generally do not even have LinkedIn accounts. Therefore, if, for example, a wedding jewelry manufacturer (who also presents its product collections on Instagram) wants to establish contact with a wedding fashion salon, it will rather use this social medium to present its products and build brand recognition among the selected target group.
Let's remember that B2B marketing strongly correlates with B2B sales, focusing on helping to acquire customers and supporting in establishing and building lasting relationships in order to establish long-term cooperation between companies. Let's pay attention to this when deciding on the optimal communication channel, as well as the way to present information through it.