B2B Marketers: Tap Into Social Networking Sites To Energize Community Marketing

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.