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Vice President and Head of Global Social Media, Oracle
Known for long white papers and in-depth case studies, most business-to-business (B2B) marketing content is not social-media-friendly, and presenting it in a way that resonates with users is no easy feat. Layla Revis, vice president and head of global social media at business technology company Oracle, spoke with eMarketer’s Maria Minsker about the makings of a successful B2B social campaign and how its social media marketing goals are set and measured.
eMarketer: What’s Oracle’s strategy for reaching potential buyers on social media?
Layla Revis: We focus predominantly on five key platforms: Facebook, Twitter, LinkedIn, YouTube and Instagram. On each of those channels, we tailor content to the audience we’re trying to reach. We’ve noticed that Facebook helps us drive registration to events. It also helps tell our brand story—for example, we profile the collaborations we have with our partners and highlight the work we do to elevate women in tech around the world. Our approach to Instagram is similar. We showcase our employees and offices around the globe through beautiful photography.