When developing B2B public relations and marketing strategies, it's important to never underestimate the power of social media. With over 284 million active users on Twitter and 500 million tweets sent per day, creating engaging content is key to promoting your brand.

If you want to create great social media content that drives interaction, sometimes it takes thinking outside of the box.

Here are three types of unique content your business can integrate into its Twitter strategy:

Start a Twitter chat: A tweet chat is a live, virtual event hosted on Twitter that engages followers by asking questions focused around a single topic. To host, your brand would promote the event beforehand, set a time frame, and use a unique hashtag for users to engage. The chat is normally moderated by a single authority who moderates the discussion. The Disney Institute hosts a regular Twitter chat monthly focusing around a professional development topic such as customer service or leadership. The organization uses #DThink to engage followers and also retweets their ideas and input.

Develop branded quotes: Most social media users enjoy sharing quotes for inspiration across all platforms. In fact, a Quicksprout study showed that quotes consistently outperform questions on Twitter, receiving 847 percent more retweets. Recently, social media has seen an influx of image-based quotes - quotes that are featured on top of an image to create a visually appealing, easily sharable post. Your brand can create these quotes that are unique to your business and feature your logo by using different tools such as smartphone photo apps (Be weary of copyright laws. It's also best practice to contact a designer to create rights-free image templates). Not only will you see increased customer engagement, but you will also see increased visibility of your company logo.

Create your own hashtag: If your brand is committing to a new marketing campaign, starting your own hashtag is a great way to generate buzz. Whether you're promoting a new advertisement, contest, or event, a unique hashtag can increase customer engagement. For example, Coca-Cola used #ShareACoke to promote one of its largest and most successful campaigns. In a period of less than two weeks during the summer of 2014, the company reported over 125,000 Share a Coke posts across digital channels. These posts remained consistent for an extended time, and the campaign resulted in serious sales and brand recognition increases for Coca-Cola.

If you're looking to develop a unique social media strategy for your business and don't know where to start, Ripley PR can help. Our team is experienced in creating engaging content that is representative of your brand and its message. Contact us today for more information.