I’ve never been that sold on the idea of using social media as a way to sell products to industry. The clue is in the word ‘social’. However, there are some companies which have worked it hard, and have had some success to show for that. There are also many more which use it as a branding and image-establishing technique, again with some success. If you can reach even a few dozen major customers and prospects in this way, it’s got to be worthwhile. Finally, there are many businesses which use it as an additional communications channel, and again, just a few productive customer conversations can be very valuable.
Who’s using social media in your industry? The professionals’ tool for this is probably BuzzSumo. You should give it a quick try: I’d be very surprised if it didn’t come up with some results for even the most niche products. The limited free version gives you the top few results and can be used a few times a day. You’ll see content which has been shared a lot on LinkedIn, Twitter or even Facebook, perhaps even from companies you know well. Maybe it might inspire you to try something similar.