B2B advertising has embraced social networks because of the connection opportunities they offer, but few efforts take full advantage of the opportunities. Social media can provide significant ROI at low cost — but only if you know how to use it.

Social media represents for business a range of web-based software components that when packaged together can offer the experience and value of a non-stop virtual trade show. It’s a way for suppliers and vendors to meet clients and prospects, show off assets and exchange information, all in a neutral space using common tools that everyone understands.

Specific social media benefits for B2B businesses include:

• Being part of the conversation: Social media is as more about connection and interaction than it is about content–what we used to call “networking” before it acquired such a digital connotation. Prospects, customers, vendors, and industry press are all engaged together on numerous social media platforms. Is your voice in the mix?

• Technology expertise & leadership: Any business with an offering or a value proposition involving technology has a mandate to foster a presence in leading-edge communication platforms. Not only does it support brand positioning, it enables access to others who share similar interests and influence. Read More…