Clearly social networking is not as developed as many other forms of marketing and this raises the issue of what how best to use social networks and how to get best value out of them. So those in charge of B-2-B marketing budgets face the challenge of answering the question, is social marketing a good place for them to be? At present it appears that many marketers are not sure what the best approach is. They fear it is difficult to get social networking right and also difficult to measure the results.
Social networking has clearly taken off in some areas, recruitment for example, but it is still unclear as to its value as a tool for lead generation and business development. In the B2B arena brand positioning is important and marketers must be confident they can successfully address this issue.
However, as social networking matures and sites develop long-term relations with their users then opportunities to build successful and acceptable marketing programmes through these networks will increase. The key will be devising marketing activities which users of social networking sites see as being both appropriate and relevant to them and which those in marketing can measure and see the return they are getting.
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