By Ishbel Macleod

Being a B2B company is not an excuse for being boring on social, stated Katrina Craigwell, head of global programming of General Electric (GE) at Social Media Week London.

At the event, Craigwell claimed the GE CEO Jeffrey Immelt’s mantra was that “B2B does not mean boring to boring”.

Craigwell said: “We’re a big company, but we make technology that serves humans. There are things we make that our customers are interested in – that’s the opportunity for engagement.”

Describing its social effort as “geeks looking to talk to other geeks”, she suggested that all platforms must have a reason for being used.

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Source: The Drum