B2B companies are constantly redefining what it means to be a brand in the digital landscape. IBM, Google, Cisco, Adobe, General Electronics — these are just some of the big names in the business that are winning in social media. Sure, their recognizable names, global status, and near limitless resources give them a distinct advantage in the world of social media marketing but there’s more to it than that.

These brands know their social media game and we’ll do well to follow their lead, regardless of what industry you’re in. Here’s how they’re doing it:

First, they play it SMART

You may not have the same resources as the big players, but that doesn’t mean you can’t play just as well. Set Specific, Measurable, Attainable, Relevant, and Time-bound goals. Honing in on your goals and what you want to achieve will help you stay focused and direct your limited resources where they’re needed or most useful.

It also gives you something to look forward to and a reasonable KPI to judge your success (or lack thereof).

Second, they know what their competitors are up to

Keep tabs on your competitors and see what they’re doing. It could be envy-inducing sometimes, but knowing what your competitors are up to gives you vital clues as to what’s working in your industry and what mistakes to avoid. It also gives you a chance to take advantage of opportunities that they haven’t yet recognized.

Third, they’re making original content

One benefit of knowing what competitors are doing is that it pushes you to be original. No one likes to be branded a copycat. The problem is this is easier said than done. However, in a social media landscape that’s already saturated with content, there are plenty of places where you can get inspiration and make something new out of it.

Borrow wherever you can, improve on it, and make it your own. If you’re having trouble churning out original content on a weekly basis, scale back just a bit.

Fourth, they’re not afraid to show who they are

Social media is a platform where brands should revel in who they are and what they stand for. Don’t be afraid to show your brand’s personality and distinct voice and style on social media. Use it to show the unique essence of your brand.

When your brand expresses itself, you’re engaging audiences in meaningful conversations and discussions that resonate with audiences.

Fifth, they’re consistent

Consistency is key if you want your social media presence to grow and your strategy to pay off. Whether it’s in your brand’s weekly schedule, posting habits, topics covered or brand voice, you have to keep the momentum going and keep things steady. There’s nothing more frustrating than a brand that just can’t make up its mind.