Markets are currently taking over social media marketing as a good way to promote companies and products. The rising interst of mangers and CEO in it made company change their way of communicating to their customers. Social marketing have now to be fully integrated in their marketing mix. However, the adoption of social media by e-marketers has created a fear for the company to partly loose control of their brand by sharing it with the consumer, especially in a B2C vision where there are more customers. Therefore, social media marketing has been very measured in a B2C perspective; however, the impact in a B2B situation hasn’t been really studied.
This research report target is to learn more about the impact of social media marketing in a B2B perspective. We will for that determine the different aspects of social media marketing, and the expectations of marketers towards it. In order to answer to illustrate my findings, I will analyse the case study of two firms with different culture and background but both working in a B2B perspective.
a) Introduction to key concepts of Social Media Marketing
Social Media really appeared between 2004 and 2005. It has been evolving at a dramatic speed to arrive today to seven hundred and fifty million users for Facebook , a hundred fourty five million users for Twitter and Linkedin reached hundred million user in march 2011 . According to Forrester Research, in Q2 2008, 75% of internet surfers used the social media either by being active on social network or by participating in feedbacks to shoping site. This represent a rise of 56% compared to the same period during the previous year.
With the arrival and the quick growth of these social medias and networks, company had to change their way of comunicating. They had to integrate social media in their marketing mix. The adoption of social media by e-marketers has created a fear for the company to partly loose control of their brand by sharing it with the consumer.