Too often, business-to-business companies neglect social-networking tools, writes Jay Baer, in the belief that only business-to-consumer companies can benefit from a social-marketing strategy. Business-to-business companies can benefit more than most from social tools, he argues, since they have a smaller and more high-powered client base that's "more influenced by word of mouth and reputation." While appropriate social-media tactics vary between the two kinds of companies, the overarching strategy remains the same, he argues.

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