This post is one of a series of liveblogs from the 2010 MIMA Summit.
B2B social media can be surprisingly successful with a specific focus on lead generation. If social media is to be taken seriously for B2B by marketing decision makers, it needs to maintain a focus on business objectives and driving sales vs. “fluff”.
B2B companies are actually in a much better position to use social media as a marketing channel than B2C companies. They often have a much clearer expectation for what a customer does and what they want.
B2B companies also have deep internal expertise. It’s not uncommon for top B2B companies to employ thought leaders in their specific industry. However, there’s a solid argument that for many B2B companies, online marketing and social media might not be a fit.