B2B companies using social sites such as LinkedIn for marketing had better be willing to respond to their followers, as B2B customers have higher service expectations, says TagMan CEO Paul Cook. Tagman is using LinkedIn and Twitter for marketing, as well as recruiting through Facebook, and it measures every social media lead regardless of its role in conversion, he notes. "In B2B, if there’s a conversation going on about you and you don’t engage in it constructively, then that’s going to be seen as a negative," he says.

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