Social Media for Manufacturers and B2B Companies: Put Your Technology and People in Front of Customers

What tends to go wrong with B2B social media

The first hurdle in B2B is the assumption that "our work isn't suited to social media". Parts, materials and equipment are hard for the general public to understand, and an account gets opened and then stalls because nobody can decide what to post.

Next, it is hard to draw the line on what can be shared. Customer names, drawings, prototypes and factory equipment are often covered by contracts that forbid disclosure. If it isn't decided who judges how far to go, people get nervous about checking and posting stops.

Then posts tend to be only reposted press releases. Announcing an exhibition or a new product matters, but on its own that gives you only a few posts a year.

What to post

B2B posts are easier to keep up when they present technology, process and people in words that non-specialists can follow.

The information a customer's contact can use to explain things internally is what B2B social media is thanked for most. The goal that sits before an inquiry is making people think "if we ask this company, we'll find out".

How to run it in SNS TOWN

Use company documents as AI material

Put PDFs such as your company brochure, product catalog and technical documents in the Library and mark them for the AI to read. In the company profile, write what your business does, who you want to reach (customers' purchasing staff, engineers, job candidates and so on), your tone, and things not to write (customer names, drawings, unreleased products). AI drafts are written from the facts in your documents.

Turn press releases into drafts via RSS

If your company site's news or press releases have an RSS feed, connect it with Drafts from RSS. It reads the feed every hour and makes an announcement draft for each new article. Articles that already existed when you connected are not turned into drafts, so past articles will not go out in a flood. Posts go out only after a person approves them.

Choose networks to suit your readers

To reach customers' contacts and engineers, LinkedIn, where work topics are read more readily, is also a candidate. SNS TOWN lets you connect a LinkedIn personal profile and post to it (as of October 2026, company pages are not supported. See Running LinkedIn). X and Instagram suit posts aimed at the local community and recruiting.

Decide who approves, and keep to the line on what can be shared

Run the post cycle in draft mode and make approvers the people who can judge what may be shared (How approval works). In the company settings you can also limit approval to admins. You can leave an internal note on each post, such as "confirmed with the department head", so you can tell later who checked.

Things to watch out for

Check your agreements with customers first

For customers under a confidentiality agreement, check by contract whether their names, products, drawings and photos inside the factory may be shown. Also check that equipment nameplates, work procedure sheets or whiteboard schedules don't appear in the background of photos.

Even B2B, misleading claims about quality are prohibited

Japan's Act against Unjustifiable Premiums and Misleading Representations covers representations aimed at general consumers, but Japan's Unfair Competition Prevention Act treats representations that mislead about quality, content, manufacturing method, use or quantity in goods or advertising as unfair competition, even when the other party is a business (Ministry of Economy, Trade and Industry: overview of the Unfair Competition Prevention Act). When you show figures for accuracy or durability, include the test conditions and write only what you can back up.

Frequently asked questions