A Closer Look at Social Media and its Impact on Business

“One of the biggest effects social media has had on B2B marketers is in the way it has cajoled (or in some cases coerced) big companies into behaving like groups of like-minded people instead of faceless, corporate entities. Fact is, it is no longer feasible for corporations to maintain a pretentious façade. It’s too easy for the world to see inside. And if the inside of a company does not match its outsides (i.e., marketing image) this creates a level of conflict potentially ruinous to the firm.”

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