Social media marketing in IT

Marketing on social media platforms has become an essential aspect of almost any business because of the number of people that use social media and what it represents for the users. In particular, the most appealing statistic is that there were 4.59 billion social media users worldwide in 2022, which is more than half of the earth’s population. This number alone means that there is a possibility to reach the audience for specific marketing purposes. Therefore, we will discuss how an IT company can use social media marketing (SMM).

Why is SMM important?

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The fundamental purpose of SMM is to use social media platforms for advertisement, building a brand image, and communication with the audience. Considering the number of users on social media, a brand has the opportunity to connect to them while they are performing their daily social media activities. According to the statistics in 2021, the average daily use of social media worldwide is 2:25, which means that this time can be used by businesses to interact with users and expose them to a brand’s content. 

From the marketing perspective, SMM is designed to create the social image of a brand, convey its values, inform about updates, and advertise products or services. Meanwhile, the appealing part of SMM is the notion that a brand uses visual content, which is a more effective way to relate to the users and provide information. Also, a brand’s social media accounts usually provide direct communication and can answer the questions of the visitors. Communication through social activities is also a significant part of shaping the brand image and providing information to the users. 

How can SMM be used in IT?

The SMM strategies in IT can be similar to other industries due to the nature of social networks and how users interact with them; the content is the key to making things work. However, it is essential to identify the target audience for your SMM. For an IT company, there could be several targeted audiences and reasons it needs social media presence. For instance, the three most common goals of IT SMM are:

Building community.

In this case, social media pages post information about the updates inside the company, which are interesting for the employees and contribute to growing loyalty.

Company communication.

By showing the life inside the company and news updates, a company communicates its values and how they treat employees. This communication is especially important for the recruitment process because a potential candidate can browse the social pages of a company before applying.


If your company develops a product, it is vital to engage the followers in the brand and remind them about your products and services. The advertisement could be done through creative visual content or adapting it to the current trends. Moreover, through targeted advertising on social media, an IT company can find more customers on the platforms who might be interested in following a brand and eventually becoming a customer.

After choosing the proper strategy and content for the social activities, it is important to keep track of the engagement data; analyze what works and what does not with your audience. SMM in IT should be centered around building brand and long-term relationships with followers. Also, the page of a company reflects its values and brand identity.

The approach to SMM should be adjusted according to the audience on each platform. For instance, professional networks like LinkedIn encourage companies to post articles and news from their company which could interest potential candidates. Meanwhile, more visually common and socially-oriented media platforms like Instagram or Facebook engage the audience more with photo & video content along with the captivating text. 


Lastly, one may admit that SMM is a powerful marketing aspect that can be effective not only for the industries that sell popular products but also for the IT companies which want to build brand awareness through social interactions. With the opportunity to provide engaging content on social media platforms, a company can engage the current team and attract candidates who can get acquainted with the values and atmosphere of the potential employer. Besides, the social media engagement of a company creates a feeling of trust and relatable communication which resembles friendly relationships on social media.

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