Social media and b-to-b social communications

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There's no denying social media is now a powerful force in the b-to-c world, but does social media work equally well in the b-to-b space? Why would you want to create a customer service channel on Twitter or Facebook when you probably already give customers a dedicated account handler, asks Peter Petrella, creative director at agency gyro on the Useful Social Media blog. Petrella answers that businesses, which typically see only a limited amount of customer information, can gain new and better insight into how they're perceived by engaging in social media. Here, Petrella offers some b-to-b social goals and strategies, and tactics to realize them.
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