During the research process I have discovered several useful master thesises on social media, both in relation to B2B and branding, as well as general exploratory studies on social media.
During the autumn 2009 I conducted a literature review for my pre-diploma work on business-to-business branding online, which in my opinion has implications for how B2B companies could use social media. The main findings of the study suggest that B2B brand strategies should be aligned towards and reinforce the overall business strategy, whilst striving for consistency throughout every customer touch point in order to achieve interactive effects from branding in multiple mediums.
This week I spent two days in London at The Internet World Expo, and attended a seminar on Blogging and Twitter for B2B hosted by B2B Marketing. It’s fair to say that those two days absolutely gave food for thought. In this post I will try summarise my main lessons learned.