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RESEARCH, ANALYSIS & TRENDS

However, considering the quantity of contacts, fans, However, anyone who acts as the sole sender of
followers or likes as the sole criteria is the wrong company or product information will not reap any
approach - especially in the B2B field. The quality makes breakthrough success on the social media channels.
the difference, since sometimes even a small number of Understanding communication as a one-way street is
calls or followers is enough, if they remain loyal to the one of the biggest mistakes in the B2B space.
company via social networks. Up-to-date corporate and Questions should be answered, there should be a
product news are a good way to be present and to response to suggestions and other posts, or company
increase customer loyalty, besides having a positive pages should be actively liked. Furthermore,
effect on the visibility in search engine rankings. businesses should not be shy about making new
contacts via the networks, especially since a serious
Good content is certainly the mainstay in the use of B2B request via the channels is perceived as even more
social media. Eventually, there is the risk of scaring off personal than an email. ◊
future customers with irrelevant or uninteresting content.
By Daniela La Marca

MediaBUZZ Pte Ltd - Independant ePublisher for Asia