For Technology Marketing Professionals

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	June 17, 2009 B2B Marketers: Tap Into Social Networking Sites To Energize Community Marketing by Laura Ramos with Peter Burris, Jeremiah K. Owyang, Christina Lee, Zachary Reiss-Davis	Average: 9  (1 rating)

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Executive Summary

Social networking sites let members connect and share ideas, insights, and experiences. Business marketers see membership on social sites swell but wonder if marketing there will raise awareness or generate demand. Rather than treat social networks like another channel for broadcasting messages, marketers should join in, listen to, and learn from community activity before deciding whether to build a branded destination targeting business buyers. Forrester offers three ways for marketers to kick-start social networking efforts that energize buyers to join technology selection and adoption discussion.

TABLE OF CONTENTS

• Social Networks Provide New B2B Opportunities
• There Are Three Ways To Tap Into B2B Social Network Value

RECOMMENDATIONS

• Use Social Networking Sites To Energize B2B Communities

WHAT IT MEANS

• Private Community Sites Trump Public Social Networks In B2B
• Supplemental Material
• Related Research Documents

This is an excerpt

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