How to write a B2B social media strategy that will impress your CEO

David Biggins

Journal of Brand Strategy, 2018, vol. 7, issue 3, 214-224

Abstract: Does social media work in a business-to-business (B2B) market? Can it drive revenue? The answer to both of these questions is absolutely! But only if you have a strategy that your business is committed to, from the chief executive officer (CEO) downwards. This paper acknowledges the difficulties that many practitioners face when convincing their leaders of the value of social media, and it provides an overview of how to approach writing a solid social media strategy that aligns with your business goals and objectives. It will guide you on how to convince your management and executive teams of the value of social media as well as how to gain buy-in and support from across the business, including, crucially, your sales team.

Keywords: B2B social media; social media strategy; social selling; social media ROI; social media marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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