Culture eats strategy for breakfast. Social takes culture to the gym.

If you’ve ever worked for a company with a bad culture, you’ll know how bad things can get. Distrust, hostility and negativity can create a highly toxic environment filled with unhappy and unproductive staff. Such a corrosive culture leads to high turnover and wasted resources, as employees pack their bags and leave for greener pastures. And where are they going? To companies with a great culture.

Though company culture is not always directly tangible its impacts are. Great company culture leads to happier, more productive staff, brand equity growth and improved customer experiences. But what is it exactly that makes a good company culture and how can B2Bs use the power of social technologies to create a culture that everyone will value?



In an effort to create great company culture, many will look to the best in class examples for guidance. Nap rooms, ping pong tables and free food are indeed positive additions to a culture, but they are the icing on the cake. They are the end result of a quality culture rather than the cause. Putting them in place without addressing the core of the culture is like putting the cart before the horse. 

Company culture begins from within and flows outwards. To create an environment of innovation, passion and creativity, team members need to feel they are in a culture that supports that behaviour. Open and honest communication comes not through words alone, but through examples set by management. It takes time and commitment to transition toward a better culture, but that change is worth it. It begins with an attitude shift, but also needs tools and technologies to help make that transition.



To help the culture flow throughout your organisation, you need the tools and technologies to support it. Values such as transparency, honesty and innovation may exist in spirit within the company, but they need tools with which they can be expressed most effectively. One of the most effective tools to achieve this is a company ESN.

By opening up communication flows and enabling information to be freely shared across the company, it allows the cultural values to grow. From knowledge sharing initiatives, to celebrating team achievements to the development of innovation projects, an ESN can play a key role in building and reinforcing your company culture internally (even across vast geographic distances). They provide a centralised platform in which the culture can find expression.

From an external perspective, social media platforms can also be a great way to share your culture with potential customers, employees and the public. This can give B2Bs a distinct advantage in attracting great talent and building their brand within their industry.

Culture is an undeniably important aspect of any company and a key driver for long term success. Although these kinds of social technologies are important tools to help, they won’t do the job for you. Remember that culture must begin from within and flow outward.

To learn more about why B2B companies need social media, download our eBook “10 Reasons B2B Companies Need Social Media” here. If you work in social media yourself at a B2B company, join our community to learn even more from your peers.