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The Perception
There seems to be a general perception that social media is better suited for B2C versus B2B marketing. This view is supported by a general lack of easily accessible social media success stories in the B2B space; on the Internet and at conferences. But it is a misconception.
The Reality
Without a doubt, there are countless impressive B2C success stories, including the funny Bodyform video created in response to a disgruntled Facebook post, and the successful OldSpice video campaign. But social media is also extensively and successfully in use for B2B marketing. We simply might not hear about it as much because the examples are not as entertaining.
B2B social media is best suited to generate awareness. To just pick a few examples, social media can help build thought leadership, increase the reach of events, or strengthen your brand. But social media can also foster action and engagement. Used right, the social tool kit can help you leverage advocates and influencers to spread your message, generate content for you, and even generate leads.
When a B2C campaign goes viral, you are likely to hear about it. When a Global 2000 company manages to increase reach, action, and engagement with their target audience, they either keep it quiet, as a competitive advantage, or it simply is not an entertaining enough story to get much coverage.
