But, while these vast user populations may represent great opportunity for the consumer-facing side of the business world, their translation into the business-facing community remains a bit unclear.
In judging the value of participation in this forum, business-to-business marketers and decision makers often see two sides to the debate:
1. A complete lack of presence could reflect poorly on a company—especially in a B-to-B world where staying “ahead of the curve” is everything.
2. With indistinct analytics, lead-generation value, and return on investment, how can a budding B-to-B company justify the expenses and time commitments associated with maintaining a social presence?
Furthermore, those businesses that go with door No. 1, often quickly become frustrated with their results, and fall back into door No. 2, unable to justify the investment.
I believe that with social media, you get what you put in. So, I’ll bring this discussion back to the bare bones of PR. Our overarching professional theme—know your audience—doesn’t magically disappear when thrown into the realm of social media.