Businesses that want to create long-term sustainable growth will be increasingly moving towards connected company status. That is the place where being social benefits the business by providing insights, strengthening relationships with partners and customers, and building and connecting a community with common grounds and needs.
In many organizations, the listening post resides within the marketing group. As we discussed yesterday here and on Twitter, customer service should co-own the space and collaborate to develop big ears during customer conversations and interactions. In many B2B organizations, the customer support role is much expanded and works hand in hand with operations.
Why are there so few B2B social media case studies?
Because for B2B companies to succeed in becoming social and gaining benefits from doing so, it is imperative for the whole business to join in. It's not about selling more widgets, it's about making an organizations that delivers services the customer wants and needs. Product development, alongside operations - how a solution is
