Business-to-business marketers have begun to appreciate the social networks - in particular, the use of social media - to develop relations with existing customers and to reach their potential customers. This note discusses the various aspects of social media: what it is, what the risks are, and how best to use it for use in B2B context. Despite skepticism about their effectiveness and whether they meet the objectives set by the company, social media have been used increasingly in recent years, B2B marketers, who may use them to attract communities of interest to the company. The note addresses how to incorporate social media tactics into their marketing plan and a normative discussion, where social media is suitable as part of a larger integrated communications program. "Hide
by Robert Spekman, Elaine Dotson 15 pages. Publication Date: July 27, 2009. Prod. #: UV2973-PDF-ENG
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