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Social networks starting to click; Studies show social networking growing in the b-to-b space, even as marketers acknowledge need for measurement.(News)
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B to B
- Article date:
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January 14, 2008
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Byline: REBEKAH TSADIK
As b-to-c marketers dash ahead adopting new media platforms-blogs, viral videos and social networks-their b-to-b counterparts struggle with questions about the effectiveness of these same tactics. While some count the downstream benefits social networks are believed to provide, such as brand- and relationship-building, others wonder whether the efforts are worth the cost and warn about unrealistic expectations.
Trade shows and events are two growth areas for social networks. One CEO, who belongs to nearly 30 social networks, thinks they're as essential to events as name tags.
"Social network systems provide a great way for people going to ...