B2Bs Are Still Struggling with the Aftermath of the Rush to Social - eMarketer
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eMarketer Interview

B2Bs Are Still Struggling with the Aftermath of the Rush to Social

Preview from eMarketer PRO

An interview with

Amber Long

Vice President, Engagement, PR, Content and Social Media, gyro

Topics: B2B

Interview summary

While some business-to-business (B2B) companies are excelling in their social media approach, others are still struggling with the basics. As vice president of engagement, PR, content and social media at B2B agency gyro, Amber Long works with clients across the spectrum. She recently spoke with eMarketer’s Jillian Ryan about how some B2Bs are still grappling with the aftermath of the frenzied rush to social that has occurred in recent years.

Interview

eMarketer: Do you still encounter B2B companies that are struggling with social media basics?

Amber Long: While we work with some very sophicated B2B companies, we do also have some brands that are struggling now with the aftermath of the rush to social. A common scenario is brands with an entire constellation of all these social channels that don’t have any clear connection to one another—they don’t have a strategic ecosystem or a navigation pattern within the buyer journey. They lack a cohesive strategy that governs their social program.