SOCIAL MEDIA: Communities are not a right - they are a privilege
The foundation of social media is conversations. As a B2B marketer you should look towards social media - in particular communities - as an opportunity to create dialogue between your organisation and customers.
Marketing is, after all, about understanding and satisfying customer wants and needs. What better way to do this than to provide your customers with a community where like-minded individuals can come together and interact with both the company and each other?
Great organisations such as Dell, Oracle and IBM already use communities as a channel to communicate with their customers on equal terms, and at the same time provide a collaborative workspace where they can provide feedback and assist in the development of future products and services.