"After surveying 250 marketing executives and over 2,000 consumers, it’s clear that what marketers consider to be high-value engagement is not always thought of in the same way by consumers." That line is from a recent report put out by Forbes Insights and Turn called “The New Rules of Engagement: Measuring the Power of Social Currency" and unfortunately continues a trend—a trend I myself have written about as far back as last December....
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Social Media Is a Waste of Time for B-to-B
November 30, 2012
From Carolyn Goodman
There. I've said it out loud. Now let the crucifixion begin. But before you write a retaliatory remark, hear me through. While I strongly believe that B-to-B marketing strategies can leverage many different marketing channels, I don't think social media is at the top of my "things-I-must-do-to-help-drive-my-business-forward" list. Why? Because too many brands still need to get their act together in the basics, before spending precious resources chasing their tails on platforms that will yield very little to the bottom line.
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