BizSugar.com › Products and Services › How Social Networking Fits in the B2B Search Marketer’s Toolbox

While there is no shortage of news and analysis on Google+, how this social network fits into the B2B marketing mix remains unclear. Even as social media adoption soars, B2B organizations face difficulty incorporating social media, tactically and strategically. A recent study conducted by Forrester Consulting found social media at the core of marketing initiatives for only 20 percent of participants surveyed.In our company’s experience, of all social media classification types (blogging, social news, etc), social networking sites (beyond LinkedIn) remains the most challenging for the B2B organization to “get” the value. The MarketingSherpa chart below supports this notion, visualizing how the most difficult (yet effective) tactics involve the networking aspect of social media.