Summary
After testing the social media waters through much of 2009, business-to-business (B2B) marketers now realize that successful community marketing requires more than setting up group pages on LinkedIn or posting videos to YouTube. Taking a closer look at how business marketers in the high-tech sector and five other industries organize around — and assign responsibility for — social activity uncovered a lot of room for improvement. To turn social opportunity into marketing advantage, B2B executives should advocate for a centralized core team, led by marketing, that fosters social interaction where it matters most — at the touchpoints that customers choose to use daily.
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