First of all, B2B marketers need to actually think what they need social media for and not just mindlessly post their latest tweet or upload a fresh new Facebook status without knowing their direction. Velocity partners (2014) put it like this: Don’t get me wrong, we love social media as a listening post, a community builder and vector for content. But the key word in the term ‘social media’ is ‘media’. It’s a medium for something. And that thing is ideas. If you have a good idea, social and other media will help spread it like wildfire. And on the flip side, if you don’t have an idea at all, social media can expose this. B2B marketing is a profession of ideas.When it comes to social media, business to business (B2B) companies work in a different way to your regular business that sell products and services to consumers (B2C). According to Power, R (2014) there are three key elements that B2B’s achieve using social networks, and these are as follows: 1. It offers an opportunity to boost customer acquisition by expanding a brand’s reach, add scale to campaigns and enhance conversion through recommendations. 2. It can help form deeper relationships and advocacy through improving customer service, brand reputation and even product and service quality. 3. It also provides the opportunity to access a huge market to test, trial and crowd source new ideas about your products and services.
Source: How should B2B Companies View Social Media, and What is the Right Way to Use It? | The Life of Ryan