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I was talking to someone last week about the focus of her firm, and she said to me “We don’t really do word-of-mouth marketing, right now we’re into viral marketing.” It was one of those moments where you stop and think you missed something huge somewhere along the lines.

But I didn’t.  Viral marketing is word-of-mouth (WOM) marketing.  According to the very helpful definitions on the Word of Mouth Marketing Association (WOMMA):

Word of mouth: The act of consumers providing information to other consumers.

Word of mouth marketing: Giving people a reason to talk about your products and services, and making it easier for that conversation to take place. It is the art and science of building active, mutually beneficial consumer-to-consumer and consumer-to-marketer communications.

Ok, so what about viral marketing?  On WOMMA’s “Types of Word of Mouth Marketing” page:

Viral Marketing: Creating entertaining or informative messages that are designed to be passed along in an exponential fashion, often electronically or by email.

The key word here is “exponential.”  The uptake of the marketing message is large and fast.  But it is still done by creating enough of a reason for people to spread that message themselves via consumer-to-consumer and consumer-to-marketer communication.

For some reading this, it may seem mundane.  But when you’re a professional in the field, out talking about what your company does, these distinctions are important.  I should have heard from the woman talking about her firm “We do WOM marketing, specifically viral marketing.”  Not one or the other.

While definitions may sometimes be tedious, they are still useful, if not necessary, to make distinctions, define functions and set industry standards.

Since we’re on the topic of WOM, the image above is WOMMA’s new logo, which I think is really great, so I figured I’d spread the word

What are some definitions you’re confused about?  Some you think need more refining?  Ones you see misused often?


My social Network on Flickr, Facebook, Twitter...
Image by luc legay via Flickr

I was having a Twitter conversation late last week with Conner McCall about the definition of Twitter.  Is it social networking?  Is it a social network?  I had asked:

“Twitter - Social Network? Still just microblogging? Somewhere in between?”

Conner wrote a follow-up post on the topic, in which he brought up some good points about why defining Twitter just shouldn’t happen.

Under most circumstances, I too shy away from defining and corralling social media tools into categories.  Honestly, what’s the point sometimes?

However, I’m involved in some research through DigiActive concerning the use of digital tools in activism efforts around the world.  When it came time to coding qualitative data on how people use their mobile phones for their advocacy work, I had separated out Twitter from all of the other social networks such as Facebook.

While going over the survey coding with the research team, someone suggested that several of the responses get combined in some way, and one of those ways was to lump Twitter in with the social networks.  In fact, it was more like “Twitter is a social network so let’s put it in there.”

I really needed to push back on this because I see some key differences between the two, at least in terms of this project.  Firstly though, some important similarities:

  • One-to-many communication
  • Everything is public within your “network”
  • Information/data sharing

Aside from those major similarities, there are some differences that are too important to overlook for the purposes of trying to define how people use these tools to disseminate information and communicate with people.

In Conner’s thought process came one of the very reasons I needed to have a definition of Twitter.  He said:

“It’s a free eco-system that allows you to talk about what you want, but by limiting you to 140 characters it keeps conversations clean and neat.  E-mail, instant message, and social networks will all be around for a long time, but you get messages that take minutes to read where Twitter’s messages take seconds.  This enforced brevity let’s you interact with a lot more people on a daily basis.  Twitter just takes online communication and adds what events like Ignite add to presentations.”

It’s this quick, one-time communication aspect of Twitter that makes it very different than some of the longer-standing ways in which people interact on places like Facebook.  You can have months-long campaigns on Facebook, where you gather fans and advocates for your cause.  Or you can share photos or videos that can still be top-of-mind (read: in the first two pages of your friends’ Stream) the next day or several days. The interaction with information on a platform like Facebook is much more dynamic than it is on a platform like Twitter.

Twitter, on the other hand, is done-and-done.  Information is disseminated real time, and often forgotten after that.  This comes into play in any sort of activism effort because the length of time that Twitter is really useful is often much shorter than on social networks, and the reason that Twitter is used is usually much different than the reasons that Facebook is used.

Additionally, “this forced brevity [that] let’s you interact with a lot more people on a daily [or hourly] basis” is one of the reasons why people will use Twitter over social networks to mobilize efforts.  Such was (sort of) the case in the Moldovan protests last month (note: the Twitter aspect of these protests was, in my opinion, overblown by much of the media).

The one tough thing about this question is that I’m not necessarily in disagreement with calling Twitter a social network.  It is a network of people that you interact with socially, through social media (whatever that means), which is, at a high-level, what happens on Facebook and other “social networks.”  I have a problem bunching them together when you get into the specifics of how those social networks work at a functional level.

In closing, while I like to also leave thing undefined a lot of the times and agree, for the most part, with Conner when he says that Twitter has no rules, there are times when the distinctions between these tools, like any set of tools, need to be highlighted.  And usually these functional distinctions translate into at least small conceptual distinctions as well.

I would love to know your thoughts on how you might define social networks, or how you would make the distinction between Twitter and what everyone else considers social networks, or what you think about the whole definition thing in general!


Shoestring Magazine has had a fair amount of success using social media while they bootstrap their business.  They ask the panelists a few questions about maximizing their resources (mainly people) and how to best expand into other geographies.  They also get some feedback on their Facebook page.

Please feel free to give Shoestring further advice in the comments section!

Specific Question from Shoestring:

“We know how to best use social media, and are often asked to consult other companies / give tutorials, but the main thing we haven’t been able to figure out is how to maximize our bandwith as a two-person operation. We know social media works, but it can be a full-time job, and to do it really well takes us away from our mission critical day-to-day operations. How can we best streamline or lifehack our social media tasks without losing the genuine, human side of social media interaction, other than using our freelance base?”


Rachel Happe, Co-Founder of Community Roundtable
Karen Rubin, Product Owner at HubSpot
Cappy Popp, Co-Founder of Thought Labs
Mike Langford, Founder & Head Tweeter of Tweetworks

If you have any further advice for Shoestring, feel free to leave them in the comment sections!

Additional Event resources:


Amy Sample Ward was unable to present at our event, but has a really great presentation that she’d like to contribute.

Amy Sample Ward, Consultant and Blogger for NPTech (@amyrsward)

Amy is dedicated to supporting and educating nonprofits and the progressive social change sector about evolving technologies that cultivate and engage communities. Her passion is in connecting nonprofits with new media technologies, watching the field of nptech evolve, and having conversations about where we can go next while still getting everyone on board with what we have already. Much of her work in the US was based out of Portland, OR. She’s currently located in London, UK, and finding it a great opportunity to continue engaging with the US but look at social change projects and the work of nonprofit organizations on a more global scale.


Case Study Two: ACCION USA

Julie Soforenko, Marketing and Outreach Coordinator of ACCION USA

Our panelists give Julie some valuable feedback on the social media strategy for ACCION.  Please add your own advice for her if you’d like!

Julie’s general questions:

Starting the Conversation
1.    How do we know what resonates with our audience?
2.    How do we start engaging our clients and the public in an online dialogue?
a.    Nobody is discussing us online
3.    How do we differentiate ourselves amidst so many organizations vying for attention online?

Choosing the Tools
4.    What are the top 3 most effective social media marketing tools?
5.    How do we stay current on new web-based marketing tools?
6.    How can we decide which tools are best-suited to our organization and its goals?
7.    How can we effectively market to Hispanic populations on the internet? What are some examples of Web 2.0 marketing within the Spanish-speaking community?

8.    What are the best analytics tools?
9.    What are the best tools to track where we are being talked about online?
10.    Are there easy methods to track social media ROI?

Tying It Together
11.    How do we align web 2.0 strategies with our basic web marketing strategies?
12.    Is our website eye-catching?
13.    How do we build worth-while social media relationships?
a.    With our potential clients
b.    With the leaders in the industry active in social media

Panelist responses:

Joe: You have money for small businesses and no one’s talking about you?  … For low and moderate income business owners, you might be better off with an SMS campaign.  In other countries, the low income cohorts respond most strongly to SMS campaigns.

Gradon: The photo contest idea, by having people take photos in front of their favorite small businesses, is a great idea, but you want to have an audience first – asking them to upload to Flickr and tag it with XYZ.  Flickr is better suited to that than your own site would be.

Raj Melville: If someone opening a small business isn’t on Twitter, you may wish to look elsewhere.

Julie: We know a lot of the people who get loans from us are online because they apply through our online lending platform.

Gradon: If they’re online and looking for a service, they’re on Google.  And the reason to build compelling remarkable content on your blog is that it raises your prominence on search results, which helps customers find you.

Brian: Your website is good, but it’s lacking compelling remarkable content.  …  I’m not hot on podcasting; I’m hot on video.

Julie: The production values don’t have to be too high, right?  Doesn’t have to be shiny?

Ken: Definitely not.  At WBUR, we prioritize getting the content out there.

Do you have any suggestions for Julie?


Case Study One: Millenium Campus Network

Sam Vaghar, Managing Director of Millenium Campus Network

Our panelists give Sam some valuable feedback on the social media strategy for MCN.  Please add your own advice for them if you’d like!

1)  Facebook bridges many youth, but does it reach older generations as well and create bridges between generations?  Are there more effective networks for doing this?

2) What are the parameters/limits of social media?  When it comes to organizing for social and political change, what can’t social media do or replace?  Will these parameters change in the next 5 to 10 years?

3) How can social media best be used to organize offline social action?

4) What makes Facebook and Twitter so popular?  What traits from these sites can we utilize in making our own websites gain a lot of traffic and interactive participation?

5) How do we cross generational divides? I want to reach potential donors and mentors who are not students.  How do we get out there?

6) How can we make addictive like Facebook and Twitter?

Panel Responses:

Ken: I think you want to make sure your blog is as good as it can be, with images, audio, video.

Joe: Don’t worry as much on the quality of the website, work on the blog.

Brian: Getting really good on the RSS, start commenting aggressively on their blogs with thoughtful comments.

Joe: We have the same issue, that people are one step removed from the people are affected.  At Boston Medical Center, we talk about women, kids, and cancer.  That’s the way into their hearts.

Brian: Facebook is going to solve your generational gap.  More and more 30-to-50 somethings are jumping on.

Sam: How do we make a kick-ass blog?

Gradon: Social media itself can’t do anything.  It’s just a tool.

Joe: Look at the blogs you go to, the ones you love. Check out

Brian:  As Seth Godin says, you want your blog to be remarkable.  Remark-able.  Something people are remarking on, talking about.

Do you have any suggestions for Sam and Millenium Campus Network?


This is the final presentation for a talk I did last Thursday as part of BrightTalk’s Digital Media Marketing Summit.

Have you changed your marketing mix in this economy?  Have you added components of digital media?  If so, have you found them successful?


This past Thursday, the New Marketing Special Interest Group of TiE Boston put on an event that focused on how to think about and handle your marketing in a down economy.  I’ve offered below a summary of the panel talk.

As I mentioned at the end of the event, I encourage anyone with questions left unanswered to start a discussion in the comments section.

Anything [in brackets] are either additions by myself (I tried to keep them very limited, and most of them are to keep you on track) and anything in italics are some key points that came through in the comments.

Key take aways:

  • It isn’t all about new media.  It’s about creating the most effective marketing program which will involve components of new media alongside components of digital media and traditional media.
  • There was a large emphasis on doing your research.  Find out where your customers are, how you solve their problems, and how to communicate that to them.  You’ll get the most effective marketing campaigns if you do that process right.
  • New media allows you to use many inexpensive tools to reach your customer.  You don’t need to have a huge budget to accomplish a lot using Web2.0 tools.  It’s applicable in both the B2C and the B2B space.
  • The new form of marketing encourages engaging with your customer, and much of this is done online.  Start conversations and join in discussions.  At the very least, know where your brand is online and how it’s being portrayed.
  • Nurturing current customers is very helpful in an economy like this, and can be leveraged to your benefit.
  • Measurement of any any marketing program is not only incredibly important, but also very helpful when thinking about future marketing campaigns.

Marketing in a Down Economy: How to get the most out of your marketing spend


Moderator, Douglas Banks, Editor of Mass High Tech
Altaf Shaikh, Founder & CEO, List Engage, Inc
Ameeta Soni, Senior Vice President of Marketing & Business Development, VFA Inc
Praveen Ramanathan, Founder & Managing Partner, Ayantek
Bob Collins, VP of New Media Strategy, SHIFT Communications

Discussion [Please note, this is not verbatim, and has been shortened to provide you with the up-front value]

Question: What are just a few words of wisdom that you have for looking at the current economy?

Altaf: Realize you’re in a down economy and face it. Look at your marketing spend and move forward.

Bob: There’s been a fundamental reset in the economy, but it’s also social and cultural.  The way in which people are engaging in conversations is online.  Develop content that attracts people to the brand. Remember that people don’t want to be marketed to.

Question: Customer and clients are probably flattening spending or spending less.  As marketers, how do you adjust your message or engage customers when that’s an issue?

Ameeta: We’ve adjusted our marketing spend, it’s going to be higher, and we’ve got new hires.  Now’s the time to gain mind-share and market-share.  We certainly do new media, but we also do a lot of everything else.

Altaf: Try to understand what’s hurting your customers and clients, and adjust your services appropriately.  This isn’t the time to cut spending.  Marketing is muscle.  To build a relationship over time, and then reduce your communications when times are tough is not the right mentality.  Stay top of mind so when they’re ready to buy, you’re there.  Look at your spend, see where you can best nurture these relationships.  80% of your revenue comes from 20% of customers, go for them.

Bob: You don’t need to be everywhere, just where your customers are and your prospects are.  Figure out where are your customers gathering at, and focus there.  Is what you’re offering useful to my potential customer?  What’s the value to the end customer?  Budgets come back, be accommodating and flexible, but do it in a way that you’re adjusting your scope, identifying what’s the most valuable immediately and focusing on that.  Also, remember there are many different inexpensive tools out there.

Praveen: Your best customers will come from the ones you nurture the most. In any industry, it’s always more difficult to go out and find new customers, rather than nurturing your current ones… where can your marketing spend be most useful?  Leverage existing relationships.  You can control this through your marketing mix (new programs vs existing programs, offline vs digital, etc).  It’s not just about new media, look at the entire picture, and the whole span of marketing program.

Ameeta: Lead nurturing works very well.  There are some very good marketing automation systems that you can use to get the right content figured out.  Track what your marketing programs are doing and really figure out how to allocate your resources on the most successful programs.

Bob: The closer you can get to the executive team, the stronger the relatinoship will be.

Altaf: Marketing automation system does very well.. you can track programs fully with a good CRM program.

Praveen: How do you invest?  It’s about finding the appropriate individual and contacting them directly.  Don’t downplay the value and effect of offline channels.

Bob: Where your customers are, what value-add can you provide.  What’s resonating and what’s not?

Altaf: There are a variety of software solutions out there for all sorts of companies, big and small.

Question: What about product portfolios?  Cutting products? Adjusting pricing?  What are you hearing about?  Something’s getting cut, what’s it going to be?

Bob: Expand your offering to fit the immediate business problems of your customers, diversify your portfolio and focus minimally on the long-term.  Developing partnerships is also a way to go for some people.

Praveen: Figure out what your differentation strategy is.  Look at your product mix, find where your customers are, and figure out how to channel your marketing to align with those needs.  What do you customers want? Understand their voice and the process they go through to select a product.  Target that.

Ameeta: Continually revisit your assumptions every six months or a year… where do you need to tweek or shift?

Altad: Diversification is a Catch 22.  Some sectors are doing well, some are not.  Luckily we were diversified: retail needs us, but we’re also not letting the financial sector go away.  Who do you want to stick with?  But diversification may take a lot of resources and expertise.

Bob: [On diversification] You can’t just go after the new shiny object and showcase an expertise you don’t have.  Look at what your capabilities are and what can you offer that you haven’t shown your current or potential clients.

Praveen: In B2B, you really focus on an industry that’s not so mass market, so the way you structure your marketing plans can be very different.  [Case study for B2B] One of our clients offered a collaboration tools to all of its Tier One customers to really develop that relationship.  They can share information on new products that haven’t even been produced.  That will pay itself off in leaps and bounds in this economy because you’re providing them access to info that they can use to build next generation of products [while developing stronger, long-lasting relationships.]

Bob: That process is also invaluable to you because you understand better what’s important on the ground floor.

Ameeta: Partnerships can really help.  New markets take time and effort, so look for complimentary marketing.

Question: Branding and market share.  When you have a down economy, you can be a turtle, or you can buy yourself market share.  We all know you should do the latter, but how? Do you identify new partners and markets?  What are some new strategies?

Ameeta: Just as you go back to customers first, and similarly partners, check who you’ve engaged with in the last year or so and gotten traction from, and decide if you can approach them first.  Can you introduce new product or get into a new market together.  Find out what you can do more easily.

Altaf: The common philosophy is t just try to keep the lights on and get through 2009… but for others, this is the time to do more prospecting.  There are great data modelling tools you can use to look at your customers and identify what makes them great, then see if you can find more like them.  Develop a strategy to go after these folks.  Branding isn’t enough.  You can’t expect your message is going to stick in such an economy.  When your list [of prospects] is wrong, nothing else matters.  So identify customer segment well.

Ameta: Go after your customers in the most inexpensive and creative ways. Using things like guerrilla marketing and new media can give  small companies a great presence on the web.

Bob: Develop education [content] for your client base and potential client base.  Do a series on interviewing an expert in field to showcase the benefit of your product.  Do it with a regular camera, get it up, get it out there.  Develop content. Find experts in your company to develop that expertise.  It doesn’t need to be an eBook, but make sure it’s spreadable and sharable.
Altaf: A lot of companies think branding means spending a lot of money.  [Case study for inexpensive branding programs]  Disney was given a huge budget, and instead hired seven bloggers, gave them exclusive access to behind-the-scenes information to blog about before “launch” and then let them spread the information along. [If anyone has any direct links to this case study, please pass them along].  You don’t need a huge budget for this type of marketing.

Bob: Yes, they spent their time creating valuable content.

Praveen: New media can play a really good part in this process.  One thing new media does is levels the playing field.  It doesn’t matter if you’re huge or teensy.  It gives you a leg up if you do it correctly within a small company.

Bob: Even print editions are getting online, sometimes more of the value is coming from comments section, which allows for conversation.

Q: Even within small companies there may be different views.  Give a two sentence description and what value you provide, be as clear as possibile, for when your describing.  In an entrepreneurial environment, with some people seeing things differently, is it that they’re defining the problems differently?  How can you manage the different veiwpoints in-house?  Assuming the brand is strong external, what if internal brand isn’t so strong? [Combination of moderator question and question from the audience]

Praveen: We’re all in the business of providing value: you define the need, and how you fulfill it. It’s such a fundamental question to answer.  When you communicate that externally, it needs to come from a very defined set of people.  Twitter is a prime example of this… many companies have dedicated professionals.  This is more of a business strategy discussion.

Bob: IBM is a good example of this: there are so many services, but they do a really good job of keeping the same brand across this.

Praveen: What new media does is it creates the challenge of “guerilla marketing”…. other individuals can take your brand name into channels and do what they will with it.  Understand who those people are outside the company [whether they're users, ex-users, competitors etc] and how they’re communicating the brand.

Bob: It’s not a broadcast.  You can get an amazing amount done without having a blog or website or anything, just by engaging in conversation online.

Ak: If you’re small, and lucky enough to have a customer or two, ask them why they worked with you.  Take that information and use it.

Ameeta: Your customers can sell for you.

Question: Your customers ask about ROI, prove it to us.  What do you say?

Bob: Sales, at the end of the day, is the ultimate ROI, but along the way, you evaluate what you need to measure.  Make your goals, and determine how to measure them in the beginnging.

Altaf: Analytics and ROI are very useful and important.  What do you attribute the sale to?  Matchback analysis [simply put, figuring out where the end sale "came from"]  is a tricky subject.  What can help you or go a long way?  If you can cookie your prospects (1st or 3rd party), and you know where they’re going, you can get a lot of information.  That’s the type of ROI that I would take back to C-level executives: “These are channels that are helping towards the sale.”

Praveen: Think about it as entire marketing channel advertising. How can you build compaigns that cut across these tools?  Which tool is required for particular campaign?

Bob: Get access to clients analytics.  Not necessarily about where you think you want to go.

Praveen: You want to be careful, attribution across different channels is almost a pipedream.  Connecting the activities in your campaign across a given period of time is great, but it’s difficult to do over the long-term.

Ameeta: Sometime time gets stretched over 6-9 months.  Profile your ideal customera and figure our how you’re going to reach them. If you get that down, you’re going to get better ROI because you’re reaching the right people.

Bob: What’s the big critical barrier to get into the B2B space?  Your customers are not asking questions about you.  [Client case study] We recommended that every quarter, their client company round-up their customers, and they have conversations every quarter with them.  All they did in their reports was tell the story about the engagement with the customer and what the critical factors were to reaching them.

Question: I want to hit new media, digital media (email marketing, webmarketing) and traditional media.  How are can these be used most efficiently?

Altaf: When people think of email marketing, they think of batch and blast.  What this means is that it’s on your timetable, not their timetable.   There are many missed opportunities in this approach. We like to think of “drip marketing automation“.  When someone signs up, do you have a process that goes out, and engages them with a further “nurture series” to follow up on what they’ve proved to be interested in [instead of simply hitting them with the next "batch"].  If you give them a 30-day trial, nurture that 30-days!  It gives you much better open rates, an d great ROI.

Ameeta: Email marketing needs to be part of a concerted portfolio and broken out to what people are interested in.  Webinars work well…. for initial interest.  You need to break it out to get real, lasting interest.  We don’t just do something that’s pure new media or digital…. it’s a mix.  If we do a direct mailing, we spend a lot of time developing the right list and we’ve had huge success rates by doing that.

Praveen: I like to think of Social Media Optimization.  It’s a channel in it’s own right.  Create your brand in various social media channels, connect the information across the board with their partners.  Look beyond personal networking, and think about company networking.  Build link pages.  These pages can drive traffic to your site.  Invest the time to build branded pages across platforms and increase the number of linked pages coming into your site.  Use new media as a platform to humanize your product so consumers can connect with you.

Bob: Have an opportunity to have a real engagement and conversation around issues.  1) Listen!  Do searches, read converastions, then engage.  2) Anything you’re doing from a traditional standpoint, see if you can socialize it. Get it out there..  It’s not about broadcasting!  It’s about honest conversation.

Altaf: A lot of companies put their best material behind lock and key.  Realize what you can give away for free.  [reference to World Wide Rave, by David Meerman Scott]

Question from audience: What do you do if the decision-makers don’t embrace the new media technology?

Bob: Tell them that their buyers are online.  Google likes Web2.0, influence it.

Praveen:  [BU Case Study] BU was finding their normal marketing channels (radio, newspaper) saturated with every other business school in the area.  So they took out an ad that directed readers to their online services, and offered there a series of testimonials from several prominent BU MBA graduates as a “discussion.”  It was wildly successful.

Kate: Connect the concept to marketing.  Many people think of new media as a separate, new thing and that scares them.  When you relate it directly to marketing (it is marketing!) and communicate as a new tool set to enhance marketing, people start to get it more.

What were some of your takeaways?  Was anything left unanswered for you?  How does your company deal with marketing in a down economy?


I just posted up over at DigiActive about the new Quick ‘n Easy Guide to Online Advocacy that was put together by Tactical Technology Collective.

It offers ways to use social networking and web 2.0 tools to improve advocacy campaigns.  It aims to expose advocates to online services that are quick to use and easy to understand.

The guide provides descriptions of online services including social networking sites, image and video hosting services, and services that enhance an organizations web presence. The guide also offers advice on where and when to use these services.

For more check it out here.


Marketing Profs had a great post last week about the benefits of social media for B2B companies.  They focused primarily on the research advantages it offers, with the following highlights:

  • Conducting research to understand more about a prospect’s or client’s “buying desires.”
  • Finding decision makers for certain products and services.
  • Extracting names from a given community for lead generation.
  • Getting answers to questions, reaching out to other experts.
  • Finding joint-venture marketing partners and creating various “cooperative opportunities.”
  • Connecting with past customers, keeping them up-to-date.

The research capabilities that social media channels offer are great, without a doubt.  But I think there’s more potential that it can offer B2B companies, especially in the way of brand outreach and thought leadership.  A few ideas are below**:

Brand Outreach

  • People often congregate online based on common interests or professions.  Many of these people are, as you guessed, employed in their field and, if not in a decision-making position, are at least closer to the decision-maker than you may be.  Join in their conversation in a valuable way.
  • Sponsor groups or networks that offer a forum of exchange and engagement for people that might be in what you consider your “target company” (see above).
  • Rethink how you communicate with your clients.  Offer them a platform of 2-way conversation.

Thought Leadership

  • Provide valuable information that establishes your company as an innovate thinker in your industry.  The end goal is to position yourself as an industry leader.
  • You could post a blog on useful industry information, again providing timely and innovative content to your readers.  Kinaxis has done a good job at this with their blog, The 21st Century Supply Chain.
  • Develop a complete content production program with such things as eBooks, white papers, webcasts etc and utilize social media channels to disseminate your information.
  • Part of the idea of a content production plan is that the information that you’re outputting is ultimately connected to your brand in the eyes of the reader.

And of course, there’s good ole’ brand management and brand equity.

** This is not about broadcasting your brand.  Developing a concrete social media strategy is key for success!  Haphazard entry into the social media space usually ends up being ineffective at best, and detrimental at worst.

Can you think of anything other ways that social media can benefit B2B companies?


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