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June 18, 2010

Does Social Media Work for b2b Business




Unlike b2c ( business to consumer) where brands and business can connect to users directly through their mailbox , RSS feeds,Mobiles Applications , and Blogs..and push content to all kinds of users .A b2c enterprise knows that any users at some point or the other are a target audience.However a b2b business has a totally different reason of using the social media.. They need to create a though leadership across their industry to influence their prospects .

Most Brands that active across social media are aware of the biggest truth about their online users... Most users today do not trust brands and business.. Brands that have understood and accepted this simple fact have now realized that just like they have Brand Ambassadors .. they need to have strong influencer's across their social networks who can champion their cause and bring along with them more influencers...

A b2b business has a very specific target group who they need to influence...Its less about those cool monikers and more about though leadership ..

Meanwhile many business-to-business (B2B) companies have gotten turned on to the value of social media marketing and find it helpful for tasks like prospecting and lead generation. However for b2b business , Social Media should be ideally used more to establish your brand among your industry peers and make sure you are looked upon as the " Authority " on your vertical/

A study by lead generation solutions provider LeadForce1 examined the behavior of visitors to B2B Websites who had been directed to the sites from social media, including Facebook, Twitter, LinkedIn and Wikipedia. Visitors from the top social sites were generally uninterested in product or contact pages, suggesting they were not in the market for the company’s products or services.

Many b2b companies have used social media in a highly effective manner and has managed to establish their thought leadership and expertise across their business verticals and making sure that they have the top of the mind recall.In the B2B space its important that yur users see you as the Authority on your industry vertical.

Its essential to have subject-matter experts who are known authorities on their areas of expertise and across their industry .

According to e-marketer Linkedin and Wikipedia users were more likely to browse around company Websites before leaving. LinkedIn users, however, tended to be interested in “careers” pages, suggesting the business-oriented social network refers many job seekers. It was visitors from Wikipedia who were most likely to be carrying out product research.

A few examples are IBM which has its own social media network .. infoboom which focuses on the mid and small enterprise and provides a gateway for small and medium decision makers to interact with their fellow users and provides a platform to share their knowledge with their peers

Since 2007, AMEX OPEN has relied on its OPEN Forum to provide business advice and insight. The social site includes a blog with frequently updated content, and a large collection of videos that users can rate and share via other social networking channels. In the site’s “Idea Hub,” forum members can network with one another and with industry experts, as well as customize topics to their specific interests.

Business.com recently conducted a study that evaluated Social Media activities of those in B2B and B2C. In its report, “2009 B2B Social Media Benchmarking Study,” Business.com found that North American companies focused on B2B were much more rigorous in the world of social media than those in B2C.Click here to see the complete report on how b2b and b2c business differs in their execution of social media activities..