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Using Social Media in the B2B Context
Business-to-business marketers have begun to appreciate the value social networks -- specifically, the use of social media -- to nurture relationships with current customers and to reach one's potential customers. This note explores the different facets of social media: what it is, what the risks are, and how best to harness it for use in a B2B context. Despite skepticism regarding their efficacy and whether they accomplish the goals established by the firm, social media have been used increasingly in recent years by B2B marketers, who can use them to attract communities of interest to the firm. The note addresses how to incorporate social media tactics into one's marketing plan and presents a normative discussion of where social media fit as part of a larger integrated communications program.