Less than 20% of business-to-business technology buyers say their purchase decisions and vendor interactions are influenced by social media, according to an IDG study. But Forrester says the influence of IT peers via social networks is strong, meaning brands can't control the conversation. "The new reality is about letting go; it's about creating persuasion tools that allow your customers to sell themselves because they are engaged, motivated and see value," writes Louis Foong, who outlines seven ground rules for social media.
B2B social media sometimes means letting go of control
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