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SO WHAT ABOUT SOCIAL MEDIA AND B2B? | Part Two

June 22, 2016

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SO WHAT ABOUT SOCIAL MEDIA AND B2B? | Part Two

While B2B companies understood early on that they needed deeper engagement with customers and partners, to avoid risk they deliberately limited access to these sites to a select and carefully controlled group that could contribute. But this risk aversion has limited the potential that can only be achieved by high levels of participation and minimal, if any, supervision (e.g., crowdsourcing, innovations, and participatory marketing).

Understandably, what most B2B firms have been trying to avoid are social media blunders, which can easily occur when engagement is not done properly. Some embarrassing mistakes they’ve seen others make in the past involve disguised company representatives posting “AdverQuestions” (thinly veiled advertisements) to forums targeted to a particular set of customers/users. Honest peer-to-peer knowledge sharing is extremely valuable in a B2B context (think of industrial engineers finding other industrial engineers to share innovative new uses for an existing product), but this can turn frustrating if you have to wade through questions like “Does anyone know where I can buy that great new product from Company X?”

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