Social media · In-house 2016–2023
TMK: +247% Instagram followers for a B2B world leader
+247% Instagram followers, +120% engagement, 1.8M reach a year: this is how the world's largest steel pipe manufacturer grew on social media. The goals were brand awareness and employer branding. TMK has sites in Europe, the USA and the CIS. From 2020 to 2023 I was Head of Social Media.
- Employer
- TMK
- Industry
- B2B industry, steel pipes
- Role
- Head of Social Media (2020–2023)
- Period
- 2016–2023
Results
Results
+247%Instagram followers year on year
+52%organic Facebook followers year on year
+120%engagement
1.8Mreach per year
YouTube: 50k+ organic views a year and 2,000 subscribers won organically.
Approach
How we got there
- Audiences per platformAudiences segmented by platform, with a separate content strategy for each of Telegram, Facebook, Instagram, YouTube and LinkedIn.
- Reputation managementOnline reputation management (ORM) built from scratch.
- Tone of voiceGuidelines for every channel, plus management of the external agencies.
- Operating modelAn operating model for a communications department of 80+ people, saving each employee 8 hours a week.
The content in action
Two videos from the TMK work.
Role: Head of Social Media (in-house). Content: © TMK GROUP. Preview images taken from the videos.
Tools
- Hootsuite
- Meta Business Suite
- Asana
- Jira
Social media that works for B2B?
Don't post at random on TikTok and Instagram: win the right customers for the long term. Message me and we'll work out how in a free first call.