There’s a lot of buzz in marketing circles about the importance of using social media. I read an article recently disclosing the results of a survey of businesses indicating that social media is the No. 1 area in which companies feel they need to be educated in order to be more successful. And, the marketing company conducting the survey suggested that social media should be a “key part” of a company’s marketing strategy.
As an Internet marketing strategist for the past 20 years, I can tell you I disagree with those statements.
How relevant is social media for industrial or other B2B companies?
Why? Largely, it’s an issue of relevance. Social media is not the panacea for every business’ marketing issues. While extremely valuable as a community-building and promotional tool for consumer-oriented companies that rely on brand awareness and reputation for sales, social media won’t have the same impact for industrial or other types of B2B companies.