Istill run into executives and top-tier managers who think of social networking as an employee productivity drain. For anyone who shares a similar point of view, run to your nearest bookstore and pick up a copy of “Social Marketing to the Business Customer” by Paul Gillin and Eric Schwartzman (disclosure: I’m friends with both authors).
The book is chock full of meaty, real-world examples of how to grow your business using B2B and B2C strategies and tactics.