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Social Media and B2B Marketing

Social Media and B2B Marketing

Chaffrey (2018) argues that social media marketing is not just a preserve of business-to-consumer (B2C) marketing as traditionally thought. The platform is not only facilitating business-to-business (B2B) marketing, but it is also emerging as the best B2B marketing platform. The shift from traditional broadcast media to social media is partly attributed to the need for social engagement only possible through social media.

Unlike other marketing platforms, social media offers participants a chance to share social experiences. Users can judge each other’s virtues, trust, honesty, and transparency based on their day-to-day activities (Chaffey, 2018). Therefore, a business-to-business firm actively participating in daily social media engagements can build a positive profile.

Also, social media gives users a direct link to a company’s online platforms. Most B2B firms must check the reviews of any business before transacting (Chaffey, 2018). These businesses check social media for such assessments. While at it, they can request their prospective clients’ website links.

Applying Social Media Marketing to B2B Firms

According to Kovac (2016), one of the ways B2B firms can use social media marketing is by developing insightful content about their products. Such content should highlight how the firm’s services or products solve a pressing market need. Such needs include cost reduction, speedy delivery, convenient shopping, and reliability. Unlike traditional marketing, which could only focus on product features and functions, social media marketing addresses consumer needs.

For instance, a software company marketing a health-based technological product should elaborate on how their technology will enhance healthcare outcomes. Such content will be catchy on social media and attract more audiences. Also, B2B businesses can use social media to shift a buyer’s perception of the business. Accordingly, this mainly applies to companies that diversify or adopt a new business model. The companies can raise awareness about the latest product lines to their social media audiences.


Chaffey, D. (2018, April 6). Using social media marketing in B2B markets? | Smart Insights. Smart Insights.

Kovac, M. (2016, January 4). Social Media Works for B2B Sales, Too. Harvard Business Review.


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Social Media and B2B Marketing

Social Media and B2B Marketing

The Conscious Capitalism simulation involves business-to-business (B2B) marketing of computer products. Social media is often considered for business-to-consumer (B2C) marketing. Does social media marketing work in the B2B marketplace? Considering the assigned articles, how does social media compare to other channels for B2B marketing? Summarize a conclusion from an assigned article and add your own interpretation of social media for B2B. Provide at least two specific examples of how might you use social media marketing in the Conscious Capitalism simulation to build relationships with business buyers. Defend your choices.

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