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The Business of Social Media: B2B and B2C Engagement by the Numbers | Brian Solis

by Brian Solis

I spend a great deal of time working within the B2B sector, among other things, and social media is a growing and or pervasive program within a comprehensive, integrated communications and service strategy. In almost every scenario I’ve encountered, executives, marcom and service executives, and brand managers have generally assumed that social and interactive activities and programming were ideally best suited for consumer applications. However, as we recently explored, in Social Media, it’s not just business, it’s business-to-business.

Indeed, Social Media is not limited to B2C applications, its impact and effects are actively measured and felt in B2B as well as government, education, military, and other prominent verticals. As decision makers take to the social web, their research, activity, communication, and most importantly, their relationships only intensify over time.

If you’re working in B2B, perhaps this post will provide you with value. Or, at the very least, it will arm with you data necessary to convince, compel, and persuade those skeptical or uninspired colleagues, clients, and managers. recently conducted a study that evaluated Social Media activities of those in B2B and B2C. In its report, “2009 B2B Social Media Benchmarking Study,” found that North American companies focused on B2B were much more rigorous in the world of social media than those in B2C. As you’ll see, B2B leads the fray across the entire regiment of campaigns and programs.
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