Enterprises should see this as an opportunity to play an important role in bringing together groups of SMBs. How? By giving SMBs access to the type of peer network that they say they want and need: smaller, more curated groups.
However, enterprises need to remember that SMBs trust peer-to-peer networks because they see them as authentic. So, enterprises should help curate and support networks of SMBs, but not try to over-manage them day-to-day. They can do this by building new communities or getting more involved in existing ones, playing a matchmaking role between SMBs, and investing in word-of-mouth marketing and brand strategies. Enterprises can also proactively share and look for feedback on the latest solution, product, and policy updates directly with these groups to build a more direct relationship. Enterprises should not push obvious sales messages as these will likely lead to mistrust.
But approached with a clear understanding of why SMBs value the support, advice, and knowledge of their peers, enterprises could help make those networks even more effective and relevant. It's an opportunity to build trust that's too good to miss.