Customer engagement has been a topical issue in market discussions for some time, but it seems to be very poorly researched in the B2B context. Engaging customers in brand communications can expand the traditional role of B2B communications because it includes B2B customers in the value adding process and enables them to be part of the costumer expirience. In this way, it helps salespeople to better understand their needs, and at the same time, enables customers an other stakeholders to participate in the product or service development process, obtaining and providing feedback on company and product strategies, and thus becoming their advocates. However, in the case of B2B companies it seems like they still have a hard time implementing social media in their marketing and communication strategies. Therefore, I decided to research the percieved importance of customer engagement on social media in B2B markets, the benefits and the difficulties they face when using social media and the different ways in which B2B companies try to engage their customers and other stakeholders on them. The results of my research, which are based on semi-structured interviews, show that B2B companies see social media as relevant marketing communication channels, which are already well established in B2B markets and that companies are trying to engage their customers in different ways, like with addressing them in their posts or with prize-winning competitions. I also found out that the perceived engagement rate on social media in B2B communications is generally low.
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