Most companies recognize the importance of social media. But recognition isn’t the same as understanding, and confusion around its value has led B2B companies to view social’s utility through a narrow lens. Most B2B companies don’t believe B2C social strategies will work for them. Instead, they often use social platforms as real-time broadcast channels for announcements or company updates. But that strategy misses one vital ingredient: participation. Social media allows B2B companies an opportunity to show their expertise while participating in and adding value to a community. Done correctly, social can drive B2B lead gen and conversions. Read more…
