While I wouldn’t say that the company I referred to in my last post is boring, this post by Chad Mitchell of Forrester Research is relevant. The premise is that, “firms don’t have to be popular consumer brands in order to create an effective social technology strategy.” By creating an application that’s about your customers’ problems you can accomplish goals including, “generating research insights, energizing fans, getting customers to support each other, or even crowd-sourcing your marketing.”
Clearly, social media has B2B relevance.
Campbell Communications 