The long-tail story of b-to-b social media

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B-to-b marketers who are new to social media frequently take a traditional approach to messaging and carefully craft every message as if it were the final version of a print brochure, says Jeffrey L. Cohen on the Social Media B2B blog. But using social media to engage with customers and prospects is much more about the long journey, not the quick trip, he says. Every piece of content created—whether a tweet, blog post, e-book or white paper—is one part of the larger story that communicators are telling about their organizations. Cohen offers tips on how to tell that story.
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