Making Social Media Pay

Rethinking Social Media's Potential to Bolster B2B interactions, Customer Loyalty, Revenues and Brand Reputation

Business-to-business (B2B) companies have, to a large degree, lagged behind their business-to-consumer (B2C) peers in harnessing the power of social media to help drive high performance.

While many business-to-consumer (B2C) companies have successfully embraced social media as a channel for marketing, sales and service, evidence of social media’s usage has been much less visible among business-to-business (B2B) companies. New Accenture research examines B2B companies’ perceptions of social media, reveals possible reasons for their lack of action, and suggests how forward-thinking companies can drive greater value from their social media investments.