Friday, February 19, 2010 Global study: B2B underutilizes social media
A colleague of mine, Curtis Gorrell, wrote an article titled, “Getting in on the Social Media Conversation” for the latest issue of BizTimes Marekting + PR. The article references a study conducted recently by the Business Branding Network (BBN) — an international network of independent marketing agencies. The study suggests that B2B companies around the world are not taking full advantage of the benefits of social media, and that they largely view it as another delivery medium for advertising rather than a forum for creating dialogue with customers.
We’ve had such positive response from people requesting to see the full study, we thought we’d provide it to our blog readers as well.
We’re working on a series of posts based on the research and the list of five thought starters to consider when developing social media that Curtis mentioned in his article, so stay tuned!
Reader Comments (1)
If you think about it, B2B is the perfect avenue for social media to thrive due to the ability for end users (e.g., engineers or building owners, etc.) to exchange best practices, concerns, etc. Plus - and this is crucially key - it gives brands a way to interact with their customers in a way that they haven't been able to in the past.