Social Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships
How to Use This Book.
Part One: Setting the Table.
Chapter One The Changing Rules Of B2B Marketing.
Chapter Two Seven Ways You Can Use Social Media.
Chapter Three Winning Buy-In and Resources.
Chapter Four Creating a Social Organization.
Chapter Five Creating & Enforcing Social Media Policies.
Part Two: Tools and Tactics
Chapter Six Learning by Listening.
Chapter Seven Understanding Search.
Chapter Eight Choosing Platforms.
Chapter Nine A Non-Techie's Guide to Choosing Platforms.
Part Three: Going to Market.
Chapter Ten Social Platforms in Use.
Chapter Eleven Pick Your Spots: Planning Social Marketing Campaigns.
Chapter Twelve Lead Generation.
Chapter Thirteen Profiting From Communities.
Chapter Fourteen Return On Investment.
Chapter Fifteen What's Next For B2B Social Media?
Appendix Elements of a Social Media Policy.
About the Authors.