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B2B BRANDS AND SOCIAL MEDIA:A NEED FOR DEEPER ENGAGEMENT | Part Two

June 8, 2016

B2B BRANDS AND SOCIAL MEDIA:A NEED FOR DEEPER ENGAGEMENT | Part Two

To date, the consumer products sector has been the most visible participant in the social media realm and, as such, is also reaping most of the rewards. Dell reportedly generated US$ 3 million in revenue since 2007 from its Dell Outlet Twitter feed, and Nike has seen a double-digit market share gain in the running category as a result of the Nike community, which encourages runners to log in and record their times while competing with other users. Lubricant maker WD-40 has increased sales volume to existing customers by creating a site that takes user-generated suggestions for further uses of the product. To get a sense of the scale of participation in social media, consider that Gartner estimates that 60 percent of the Fortune 1000 will experiment with some sort of brand community in 2016.

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