Recently published the study in which I, still a student of h_da, have worked with fellow students. Apparently, the study came at the right time and hit the nerve. For the discussion of the pros and cons of taking Social Media in B2B communication so slow headway. In just the last few days there were various blogs some posts on the subject. The discussions in this case run very controversial , but are quite interesting.
principle, I am assuming that Social Media in B2B communication can work just as in the B2C communications. Why not? Entrepreneurial people who can just respond to social and emotional components are like the classic consumer. Pragmatism or not, good relations and the maintenance of good relations is important in every life situation. Private, B2B, B2C, C2C ... Communication obeys essentially the same basic rules when it takes place between people.
course, there are social media, especially when it comes to aspects of customer loyalty, still the problem of measurability. The ROI, often hovering over all, he should not. Emotions can be very difficult to express in figures. I liked about Mirko Lange Analogy which he draws up in Cem Basman Blog:
competitive advantages are becoming less clear. Innovation cycles are getting faster. This leads to trigger further today with the weighting of advantages not decide "kilo", but "g". By the Social Media Produces values might fall short only "program as" significant. But these gram can already make the difference. And: In social media remains significantly stronger in the weight measurements obtained. What I mean: A television advertisement is aired and then to 99% off. It remains only a very small memory. A contact on social media remains predominantly. add Sun the many small gram over the years into pounds.
In the few cases known where a development will lead exactly. Whoever predicted that social media is just a hype fizzles out again, can have just as wrong as the one who says completely restructured markets before. But those who simply stops and just looks great, which will not develop.
in their own right: Upcoming shows "add value" a commentary in the journal spokesperson about the study. Authors Prof. Thomas Pleil , and my humble self.
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