The B2B sector:using social media effectively to enhance business development

Abstract: Research Question: 1. In which ways can social media in a B2B context be utilized to identify prospective customers, business partners or other stakeholders; to strengthen relationships; to create long-term value; to enter new markets or to develop products? 2. How can B2B companies achieve full potential of their social media activity? 3. Is it possible and recommendable for B2B companies to take a ‘B2C approach’ on social media in order to leverage business development? Research Purpose: The purpose of this research is to develop a deeper understanding of the social media phenomenon in a B2B context in relation to business development. Method: This research qualitatively analyzed contrasting case examples. The empirical data was collected through semi-structured interviews and assessed with the help of the thematic framework method. The theoretical chapter was built through an iterative approach. Conclusion: The empirical data of this analysis strongly indicate that social media can be used to enhance business development in the B2B context. Social media provides opportunities for B2B organizations to identify leads, to increase brand awareness, to sustain and develop relationships, to enter new markets and to innovate products and business processes.