Although posting regularly to social media may not generate additional revenue, building an online presence can greatly increase exposure for distributors, according to Maury Williams, corporate communications manager, Winsupply Inc., in Making the Case for Social Media in B2B.

Social media can be a valuable marketing tool that not only strengthens a company's brand image, but also attracts younger workers and potentially grows its customer base as followers like and share content.

However, the key is establishing a lively presence that engages followers and reaches a wide audience.

“We like to blend humor in with the useful information on social media,” said Williams. “Humor seems to attract the most attention. It gets the most retweets and likes. If it’s boring, forget it.”

Unfortunately, many distributors are missing out on the advantages of social media marketing because they do not participate or they do not have a clear strategy behind it.

Read more about the benefits and best practices of social media in Making the Case for Social Media in B2B.