1. Is There A Business Case For Social Media?
Cisco’s White-Cabbell argues that for business-to-business outfits such as solution providers, the case for social media is extremely strong, particularly since it is often easier for B-to-B companies to measure the impact of social media efforts compared to business-to-consumer.
“There is a limited number of customers overall, and social media can impact the preference for our brand,” she said. She advised solution providers to survey their customers to ask where they spend time online and “where they would like to hear from you” to ensure that their social media efforts are pointed in the right direction.