Is social media simply a bad choice for B2B?

May 3, 2012 by Insignia Communications

Christa Carone, a Xerox chief marketing officer, expressed scepticism about the value of social media for B2B companies. Ragan’s article discusses the issue in more depth with Jonathan Hemus expressing his stance on the topic.

“Ultimately, social media provides just another set of channels through which businesses can reach their stakeholders. Just like any other communication channel, some are better suited to achieving certain objectives than others. And some are suited to certain organisations more than others.

As Xerox is quickly recognizing, it’s about using the right channels for the right tasks.

Many organisations are still feeling their way with regard to social media, and this is certainly true of business to business operations and corporates. There’s a degree of trial and error, and figuring out what works best to achieve certain tasks such as brand-building, reputation protection, customer engagement or pure sales. As with other communication techniques, the key is to measure and evaluate what works best and amend campaigns accordingly.

There’s no doubt in my mind that social media has an important role to play for B2B organisations. The question that organisations need to answer is exactly what that role should be. Those that come up with the answer quickest are likely to achieve competitive advantage over their peers.”

Read the full article on Ragan


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