A 47 Million Dollar B2B Social Media Success Story
This is one of the best case studies in B2B social media that I’ve ever read. It’s from one of Mark Schaefer’s clients. The key takeaway for B2B marketers is that social media is all about creating relationships. And relationships can be nurtured with content that speaks to the needs of the audience and not the marketer.
In the case study, the client, AT&T, chose to go with depth instead of breadth. They didn’t post on every available social media outlet. Instead, they selected two relevant social media sites and, along with their blog, rekindled a tenuous relationship and earned $47 million in business. AT&T made the prospect the hero of the story.
Excerpted by: Joan Damico
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