Business Case Studies & Business Publications

Using Social Media in the B2B Context

Spekman, Robert E....

Technical Note

Using Social Media in the B2B Context

Spekman, Robert E.; Dotson, Eliane

M-0778 | Published July 27, 2009 | 12 pages Technical Note

Collection: Darden School of Business

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Business-to-business marketers have begun to appreciate the value social networks -- specifically, the use of social media -- to nurture relationships with current customers and to reach one's potential customers. This note explores the different facets of social media: what it is, what the risks are, and how best to harness it for use in a B2B context. Despite skepticism regarding their efficacy and whether they accomplish the goals established by the firm, social media have been used increasingly in recent years by B2B marketers, who can use them to attract communities of interest to the firm. The note addresses how to incorporate social media tactics into one's marketing plan and presents a normative discussion of where social media fit as part of a larger integrated communications program.

The learning objectives are - to expose students to the concept of social networking and the use of social media within a B2B context; - to understand how social media might be incorporated into a company's marketing plan - to provide a foundation for students to build a marketing strategy that uses social media - to appreciate better some of the risks and problems that could arise the development and execution of a social media campaign