A comprehensive B2B social media marketing framework improves strategy adaptability, operational efficiency, and overall organizational functionality.
Authors
Apurva Chamaria, Venture Capital & Startup Partnerships, Google, Gurugram, India
Rishi Kant Kumar, Chandragupt Institute of Management, Patna, Patna, India
Sameer Shukla, Ministry of Finance, Government of India, New Delhi, India; IIT Delhi, New Delhi, India
Dharmendra Kumar, Ministry of Home Affairs, Government of India, New Delhi, India
Shreya Saxena, Sri Aurobindo Centre for Arts and Communication, New Delhi, India
Vikas Gupta, Assistant Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India
Nishant Tiwary, Ministry of Power, Government of India, New Delhi, India
Nripendra P. Rana, Queen’s Business School, Queen’s University Belfast, Belfast, United Kingdom
Summary
Purpose: Social Media Marketing (SMM) has significantly transformed the marketing landscape, including its application within Business-to-Business (B2B) sectors. Despite the growing relevance, B2B organizations lack comprehensive frameworks to leverage their potential effectively. This study aims to address this gap by exploring the conceptual underpinnings and practical utilization of SMM within B2B contexts, mitigating existing challenges.
Design/methodology/approach: Through a literature review and thematic visualization, critical touchpoints for integrating SMM strategies within B2B organizations are discerned.
Findings: This study introduces a model emphasizing the identification of “Primary Consideration Overheads” and “Continuous Simultaneous Revisits” to facilitate strategic adaptability. It proposes the concept of an “Intertwined Networking Web (INW)” for continuous monitoring and alignment of marketing management strategies. The study identifies and explores five central themes: “Social Media Adoption and Selection, Accelerators and Inhibitors, Strategy and Execution, Change Management, Internal User Adoption,” and “KPIs and Measurement,” offering a comprehensive understanding of Social Media Marketing.
Research limitations/implications: The study adds to the body of knowledge about social media marketing by providing insights into and a framework for summarizing B2B social media strategy. We have focused broadly on customer, brand, and marketing. However, other aspects of social media may be explored in the context of B2B enterprises.
Social implications: With the formulation of seven themes, this study provides a novel viewpoint to managers, decision-makers, and researchers to execute a comprehensive social media marketing approach across their entire marketing, business strategy, and research.
Originality/value: By scrutinizing the roles of marketing management actors in B2B firms utilizing SMM, this paper establishes a foundational marketing strategy framework. This framework, complemented by a structured model, aims to alleviate core challenges, augment operational efficiency, and enhance organizational functionality within B2B contexts.
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