Professional presence builds B2B awareness in social media

04/4/2012 |

Distinguishing between the goals of building brand awareness and brand equity is only the first step for business-to-business marketers taking on the challenge of social media, writes Brad Shorr. On the awareness front, a robust, active-looking social media presence will go a long way toward convincing newcomers of your professionalism. Social tools also can give the brand a personal feel that can improve customer relations.

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