B2B Communications: Blazing a Trail to Effective Social Media Starts with a Clear Map and Clear Goals

Smart B2B communicators have awakened to the realization that social media communications is no longer the exclusive domain of B2C companies, brands and organizations. The change can be seen in results from last year’s Accenture study, “Making Social Media Pay,” which surveyed more than 200 North American B2B business executives. Nearly two-thirds (65%) of those polled thought social media was an “extremely important” or “very important” channel for stakeholder engagement. The research also found that more than half of respondents pointed to enhanced customer interaction, improvement in brand perception, and revenue generation as chief drivers for the development of a social media program. However, the path to social media adoption hasn’t been an easy one for all B2B businesses.

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