Humanizing your B2B marketing for brand social media success

Aliza Hornstein, Social Media Manager at WalkMe, goes Behind the Post to reveal the formula for humanizing B2B social media.

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Episode summary

Aliza Hornstein, lead social media manager at WalkMe, goes Behind the Post to share some initiatives she’s rolling out to humanize B2B social and foster community. It’s no secret B2B social has the reputation of being boring. In this high-energy episode, Aliza uncovers how to make the more technical topics engaging and relatable by returning to the core tenants of social media; be human and be social! She highlights the importance of giving your brand a personality on social and shares her tips so you can do the same! You’ll walk away with tangible examples to implement into your own strategy and step outside the box.

Meet Aliza Hornstein

Aliza is the lead Social Media Manager at WalkMe, the world’s first Digital Adoption Platform. WalkMe enables organizations to maximize the impact of their digital transformation and accelerate the return on their software investment.

For the past 7 years, Aliza has been making an impact in the world of B2B enterprise social media across several core channels. She started out freelancing but quickly transitioned to full-time social media work and found herself working with some of the top players in the tech industry. While managing their extensive social communities, she discovered her calling in developing the personal voice and human touch for global brands. Now she pours all her social prowess into the WalkMe brand and is loving every second.

Aliza lives her professional life by the mantra “This is social media – so be social!” and her personal life with “Please don’t lick that!” as she is also the hard-working mom of 4 little kids.

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Unleash your inner artist

Behind the Post is a podcast by Social Media Managers, for Social Media Managers. Host Olivia Messina and her guests talk about the real challenges SMMs face while talking through the creative processes they need to create engaging content every day.

In each episode, SMMs talk through how they stay creative and interesting across their various social channels. The conversations are built to work through fresh ideas and captivating ways to keep your audience engaged and your leads funneling in.

One thing’s for sure, you’ll leave every episode with the tools and inspiration you need to nail your next social campaign!

Love going behind the post?

Spread the news: every social media manager can master the art of social media! If you love going behind the post as much as we do, please subscribe wherever you find your podcasts. You can find Olivia and her guests on Apple Podcasts, Spotify, and Youtube. Don’t forget to rate and review the show, and in the meantime ask a question for Olivia and her guest to answer on the next episode!

Frequently Asked Questions

How can B2B companies effectively humanize their social media presence?

To effectively humanize B2B social media, companies should focus on giving their brand a distinct personality, actively engaging as a 'social' entity, and translating technical topics into engaging, relatable content. This approach, as championed by experts like Aliza Hornstein from WalkMe, fosters community and combats the perception of B2B being boring.

What strategies make complex B2B topics engaging and relatable on social media?

Making complex B2B topics engaging requires a return to the core tenets of social media: 'be human and be social.' Strategies include infusing brand personality, relating technical information to real-world impact, and providing tangible examples. This transforms otherwise dry content into compelling narratives that resonate with the audience.

What are the benefits of a humanized approach to B2B social media for lead generation?

A humanized approach to B2B social media significantly contributes to lead generation by fostering stronger community connections and keeping the audience consistently engaged. By building authentic brand personality and delivering relatable content, businesses can effectively funnel in high-quality leads and accelerate their desired business outcomes.

How does developing a distinct brand personality impact B2B social media success?

Developing a distinct brand personality is crucial for B2B social media success as it allows the brand to break through the noise and connect with its audience on a deeper, more memorable level. This personal touch enhances engagement, builds trust, and differentiates the brand, ultimately supporting broader marketing and sales objectives.

What are best practices for B2B social media managers to maintain creativity and audience engagement?

B2B social media managers can maintain creativity and engagement by focusing on developing fresh ideas and captivating content strategies daily. This involves continuously exploring new creative processes, understanding audience pain points to craft relatable narratives, and drawing inspiration to keep conversations vibrant and valuable across various social channels.

Aliza Hornstein on humanizing your way to B2B social media success!