It can bring great minds together, and give marketers daily opportunities to learn.
Social media is great for Coke, but what about JSR Micro? One has billions of thirsty customers worldwide, the other makes customized chemicals for a small cadre of high performance chip manufacturers. How much online socializing do you need when you can shake the hand of every one of your key customers during a two-day trade show?
Statistics gathered by Social Media B2B show that B2B firms have been slower to adopt social media and online marketing, with 36% of executives saying they had low interest in social media, and 46% believing social media is irrelevant to their company. “Nobody talks business on Facebook,” they say.
Aaron Strout, interactive group director at WCG, begs to differ. “It is actually easier to have one-to-one relationships with B2B customers, where you might know by name the 100 buyers who matter the most to your company,” he asserts.
In his view, social media need not be a high-numbers game, but can effectively be used to enable relevant interaction between a customer and the people within the organization who have value to offer to that customer.