B2B Business and Social Media Marketing: use, measurement and Key Performance Indicators

• Autores: Deborah Picher Vera, Soledad María Martínez María-Dolores, Juan Jesús Bernal García
• Localización: Las tecnologías de información y comunicación para la innovación y el desarrollo / coord. por Javier F. García, Teresa de León, Eduardo Orozco, 2017, ISBN 978-0-9915776-6-8, págs. 187-199
• Idioma: inglés
• Enlaces
  • Texto Completo Libro (pdf)
• Resumen

  • Social Media Marketing campaigns have been incredibly popular over recent years. Many companies are now in social networks to publicize their products and services to their current and potential customers. Companies that initially do not seem made for this type of channel, such as B2B, have ventured into the world of social networks. Should they measure their results in the same way a B2C business does? This is the issue on which we concur on this paper.