In Social Media, It’s Not Just Business, It’s Business-To-Business

PR 2.0 — As some social media experts are now starting to realize, businesses need a little bit more than relationships to justify their spend in conversational marketing. Relationships are difficult to forge and even more burdensome to measure. And while participation and engagement are part of a more effective interactive business communications program now, we can not neglect our responsibilities to the bottom line as well as our dedication to existing customers and prospects. Socialized media affects an organization in its entirety. Any division responsible for outside communication interaction, from marketing and public relations to sales and service, will eventually socialize – it’s a matter of when, not if...