The international shipping company United Parcel Service, Inc (UPS) provides a very good example of social media’s usefulness to the B2B sector.

About two years ago, the shipping company has completely refreshed its business strategy to focus on social media opportunities.

By seeking communication, community and collective intelligence opportunities through social media, UPS has focused efforts in leveraging different social tools to answer its business goals, and here are a few examples of exactly how:


  • The company created a funny and entertaining bite-size commercial called ‘we love logistics’ that was posted on YouTube. By using this very popular video-sharing platform, the one minute ad was able to reach half a million people.


  • The company redesigned its website to make it more content-sharing friendly, and included a blog, Twitter feeds and Facebook updates.


  • On its blog, the company posts case studies, stories of employees at UPS, green topics related to the business, volunteer endeavors and other topics to trigger interest and discussions on a variety of subjects related to the industry and thus to reach a wider audience.


  • The blog also allows the company to become much more ‘personal’ by having a platform where real-life experiences can be shared by different people – whether from UPS or outside. This is an aspect that huge companies like UPS can really leverage to ‘get closer’ to customers and ultimately gain their interest and trust.



  • Its Facebook strategy centers on opening discussions around new solutions and new possibilities in the logistics sector as well as supply chain issues in order to attract and create a  community of small businesses that can all contribute to the discussions.


  • The company also uses Twitter and Facebook to listen to complaints and in turn, to answer them – these channels thus allows it to collect business intelligence on what goes wrong and how to improve different sides of the business.


  • By using different social media channels including Facebook, Twitter, YouTube, and a blog, the company has created a multi-frontal social media approach that allows it to increase its market visibility and increase the possibilities of reaching much larger audiences.


UPS’ multi-sided online strategy seeks to open up communication channels with small businesses and logistics managers, gather valuable information on how to improve the business, find new logistics ideas and solutions, and create a sustainable community of B2B businesses where a verity of industry-related issues can be addressed.




Posted in: Social Media Applications, Social Media Implementation

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