©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Sometimes it seems business-to-consumer companies get all the attention. Not this time. Here’s one for the business-to-business communicators. In my column last week, I addressed some of the characteristics that make those brands with several million Facebook fans so successful. Though my piece focused on business-to-consumer interaction, several commenters astutely pointed out a dearth of business-to-business best practices in social media. My work now deals mainly with B2C clients, but I’ve had plenty of experience working with B2B companies, and I’ve seen their challenges in trying to be consistent and relevant in the social space.